Past, present and future of conscientious brands

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 eight 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.