The brand has put environmental and ethical issues at the core of its business for some years, but believes the space has become swamped by others.
Once the Co-operative Group has settled on a central ethical positioning, it will look at ways to promote the concept through nationwide marketing and sponsorship opportunities.
It has approached agencies about developing the positioning, which is expected to launch across all areas of the group later this year. It is not known if this includes its ad agency McCann Erickson.
Last November, the Co-operative Group outlined a two-year marketing plan after its merger with United Co-operatives.
In 2009, the Co-operative Group plans to boost its marketing spend to an eight-figure sum as well as reintroduce TV advertising.
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