Since 2005, Alphabet have worked on hundreds of POS campaigns in Co-operative stores. This has meant getting a detailed knowledge of their wide-ranging social responsibility policies.

We have also created till screen messaging for The Co-operative with ethical content, such as a drive to encourage customers to conserve energy at home.

It's not about grand statements or optimistic promises, it works by understanding the company philosophy and turning that into relevant communications. Baseless claims are quickly forgotten and are proven to damage that delicate brand - customer trust.

Crucially these communications can and should support commercial objectives.Within retail environments it is particularly relevant. Increasingly consumers are surrounded by ethical messages and getting consumer trust in your brand will become an increasing part of the communication mix.We have have solved this conundrum for brands and retailers, such as Walkers and Martin McColls.