In the fifth of a series of articles on how to compete in a market dominated by big brands were look at winning clients through offers social and ethical benefits.

Offering social and ethical incentives to clients
The demand for 'ethical' products, services and enterprises is burgeoning, and can give small to medium sized enterprises (SMEs) the chance to thrive.

By offering social or ethical incentives that the big brands either cannot offer or sustain, SMEs can make inroads into markets dominated by the major brands. Not only can SMEs bring such client incentives to market before their larger rivals, but they are able to sustain them for longer, too.

Which incentives appeal to clients?
Examples of social or ethical client incentives might include:
- Support for charities via a percentage of sales, or sales of a particular line of products or services;
- Support for local initiatives through the donation of goods or services;
- The advertising of events and sponsorship deals.
- Co-operation with other SMEs across various markets, to offer loyalty savings to each other's customers.

Why clients are drawn to ethical choices
Business clients are increasingly seeking ethical alternatives when they buy, and the client base that makes such a choice tends to loyal.

Wood from sustainable sources, free-range meat, organic produce, fair trade, products developed without chemicals, cosmetics tested without animals, clothes produced without child labour – all are examples of niche markets originally fulfilled solely by smaller concerns.

But it is clear that the big brands are catching on, and that they, too, are beginning to think along ethical lines.

Fair trade can underpin client relations
Fairly traded goods began a number of years ago with coffee and tea, but now embraces a raft of items, such as clothing, household goods and artworks, all of which are sold with the guarantee of a fair share of the profits for the producers.

Locally produced goods help reduce carbon footprints, as do initiatives to grow and eat foods in natural season.

While an incentive itself is unlikely to create the market for a product, it can enhance the selling proposition, and help retain custom for the future.

The article is based on advice offered by UK government-funded business advisory body Businesslink

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