This proprietary product by doctoral researcher & published associate professor can be integrated into any type of research – closing the gap between claimed ‘intent’ and behavioural outcome which causes inaccurate predictive reporting. The tool is the results of 5 years of research and 15 years of experience conducting marketing and government research.
BCOD® Tool scientifically robust PhD driven technology that has been piloted and empirically proven to work.
This was never successfully solved – attempts since for 85 years have failed to create a tangible technique that can be used to finally fix a problem that is so pervasive, it casts a shadow over any quantitative research around attitudes in politics and ethical marketing.
Current studies on people’s predictive behaviour and attitudes are antiquated and no longer considered valid – the problem is referred to as the attitude behaviour gap, and the intent behaviour gap. This is primarily driven by social desirability bias.
Diluted conceptual theory trickles down into Marketing Departments and Agencies, producing ineffective strategies and implementation. Academic research is meant to be actualised in real world scenarios. Breakthrough research in the field has meant that a more effective approach to ESG Communications is finally here.
ESG Communications and Strategy is the biggest long-term challenge facing advertisers today, due to the paradigm shift in consumers’ ethical mindfulness and the mandate by the UN’s ESG development goals to corporations and nation states alike.
The delicate and nuanced field of ESG Marketing requires high level academic and industry skills.
The Ethical Marketing Doctor is award-winning academic and marketing veteran Josh Jalloul.
In addition to his core research, Josh has lectured at University of Southampton and Westminster Business School. He’s a peer reviewer for the Association of Consumer Research, published scholar (European Academy Annual Conference, 2023) and a member of the Research Group for Inclusive and Sustainable Business at Westminster Business School.
Josh is a contributor for Ethical Consumer Magazine and regularly featured in National News UK, Drum, CampaignLive, Retail Gazette and Media Week.
The biggest issue in this space is the risk of consumer backlash because of poor messaging and communications. Rooted in advanced doctoral research, the Doctor can make significant contributions to the marketing of your ED&I and Sustainability initiatives – no matter the size of your company or scope of the brief.
Your existing efforts in prosocial and pro-environmental spheres through congruency and target audience analysis.
Aid in identifying the more effective CSR and sustainability initiatives to enter, and how to communicate these with your consumer base.
Josh has been heavily focused on Ethical Communications and Consumer Behaviour since 2008 when he worked on prosocial campaigns for the Home Office (Government Comms). Josh has worked on a number of prosocial and sustainability campaigns for the world’s biggest brands. His passion for Sustainability Marketing began over a decade ago when he pitched and implemented one of the first content-led, award-winning and record-smashing ESG campaigns that was rolled out globally by this $13bn brand. His nationally awarded 2010 MA thesis on Green Marketing Effectiveness in the Energy Sector by the Worshipful Company of Marketers. Now, his doctoral research promises breakthrough findings that will change the way we consider motivations of ethical behaviours and devise strategic communications.
