Nowadays, consumers tend to look for ethical and sustainable products. This gives rise to responsible brands, such as Lush Fresh Handmade Cosmetics, which offers 100 per cent vegetarian cosmetics, or Fairphone, who offers phones with responsible sourcing, or Patagonia, which focuses on ethical production of their products (Gursawska et al. 2017). Examples from Finland could include plastic-free beverage cup manufacturer Kotkamills as well as biomaterial company Sulapac.
This can also work in a reverse manner, when many customers abandon companies which have acted in an unethical or unsustainable way, like in the cases of British Petroleum and the oil spill in the Gulf of Mexico in 2010 or the Volkswagen emissions scandal in 2015. Another example can be found from a Miltton study from 2017, that included surveys from Sweden, Finland and Estonia. The results showcase that majority of the people think that companies should participate in solving societal problems.