Past, present and future of conscientious brands [Editorial]

Iglesias, Oriol, Ind, Nicholas, Tjandra, Nathalia, Feri, Alessandro, Guzmán, Francisco and Lee, Zoe ORCID: https://orcid.org/0000-0001-5256-6100 2025. Past, present and future of conscientious brands [Editorial]. Journal of Brand Management 10.1057/s41262-025-00421-z

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Abstract

This editorial first looks to the past to review the origins of the construct of conscientious brands, which was launched in a 2011 Special Issue of the Journal of Brand Management. Then, it presents the evolution of the construct, which leads us to the 8 papers in this Special Issue which both deepen and extend the understanding of conscientious brands. Building on the inspiration of the papers, we look to the future and posit the issues that research should focus on in exploring how conscientious brands can promote systemic transformative change through stakeholder co-creation networks.

Item Type:	Article
Date Type:	Published Online
Status:	In Press
Schools:	Schools > Business (Including Economics)
Additional Information:	RRS policy applied.
Publisher:	Palgrave Macmillan
ISSN:	1350-231X
Date of First Compliant Deposit:	22 November 2025
Date of Acceptance:	5 November 2025
Last Modified:	01 Dec 2025 13:00
URI:	https://orca.cardiff.ac.uk/id/eprint/182585

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