Claire Parfitt
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Brands and the (re)production of ethics
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The production of ethical capital, and the capacity of firms and investors to leverage their speculations about which ethical claims will be the most profitable, and which ethical risks are most profitably minimised, depends on information from labour. This chapter reveals some of the ways in which labour, and specifically labour in its role as consumer, informs markets about ethical risks. Branding strategies are co-creative dialogic processes through which consumers and firms produce images, meanings and emotional responses. The acceleration of digital technology supports the expansion and intensification of these processes through which labour co-produces brands, including their ethical dimensions.

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False profits of ethical capital

Finance, labour and the politics of risk

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