What role does branding play in today’s ethical landscape?

Dr. Zoe Lee, Reader in Marketing at Cardiff Business School, joins Peter to discuss the growing commercialisation of the non-profit sector—and how businesses, in turn, are becoming more values-driven. Zoe draws on her research into how charities use branding to drive awareness and donations.

Together, they unpack how brand ethics influence consumer trust, talent attraction, and public perception. Zoe also shares insights on why brands must be bold in engaging with socio-political issues, and how storytelling and standing up for values is key to staying relevant in a rapidly changing world.