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Picture credit: Francisco Huguenin Uhlfelder, Shop Until You Drop by Banksy

OUR MISSION

TO HELP EVERYONE MAKE BETTER CHOICES
  • Boxed Water Wants To Add A Tiny Bit Of Sustainability To The Bottled Water Industry
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  • The ingenious solution transforming lives: making water run uphill
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  • Live Q&A: How can we reach 100% renewable
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  • Don't ditch your data - follow this ethical guide - Team Donation
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  • International Businesses Standards Organization (IBSO) | The Worldwide Charter for Fair International Commerce Signatories
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  • Does SI drive performance Academia's answers
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  • Inside the brain of sustainability reporting
    Sustainability reporting has gone through several waves of evolution over the past decade...
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  • Investors Favor Ethical Investing
    Managed funds in ethical and sustainable investments grew 24 per cent to $31...
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  • Oliver Bonas becomes first UK high street chain to pay living wage
    Campaigners against low pay are claiming a breakthrough victory as Oliver Bonas, the fashion and gift retailer, has become the first high street chain in Britain to promise its staff an independent...
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  • Minors, Lewandowsky, and Ceremonial Ethics
    The Lewandowsky, Gignac, and Oberauer paper in PLOS ONE has been substantially corrected...
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  • Ethical puzzle
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  • People for the Ethical Treatment of Animals (PETA): The animal rights organization
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  • #TBT our feature in Mambo magazine last year. #ethical #fashion #africanfashion #enterprise
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  • Researchers push for ethical debate on editing genomes to prevent disease
    Wellcome Trust, Medical Research Council and others call for debate on potential of altering DNA to prevent diseases - and risk of 'designer babies' Leading UK research funders are calling for an u...
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  • Business Examples of Patience's Merits (Pt 2): Ethical Behavior
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  • Winterthorne: Ethical Fashion Series: Wyatt & Jack
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  • Peta to organise 'vegan Dahi-Handi' in Nagpur
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  • Behind the first 15 years of GRI sustainability reporting
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  • Are Brands Being Genuine in Their Ethical Campaigns - CommPRO.biz
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  • Ethical Clothing Australia
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  • What Are YOUR Biggest E-Mail Mailing List Turn-Offs | 7 Graces of Marketing
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  • Don't ditch your data - follow this ethical guide
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  • Generous Reward for Ethical Pilgrim
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  • Ms.Irina Bokova, the UNESCO Director-General, People for the Ethical Treatment of Animals (PETA): We are against China's applications to the UNESCO, 'Comfort Women as Sex Slaves' and 'Nanjing Massacre' , to the International Memory of the World Register.
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  • Why professors shouldn't view administrators with such disdain (essay) | InsideHigherEd
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W e license genuine ethical brands to display the eb symbol on their websites, stationery, signage, advertising and products. We do this so that everyone who not only cares about quality and value for money, but also about pressing social, economic and environmental issues can instantly identify those organisations, products and services that are part of the solution and not the problem.

The problems afflicting our world today are as diverse as they are complex - ranging from the destruction of our natural environments to advertising standards, corporate greed, government corruption, poverty in employment and growing economic inequality. Awareness of the many issues is generally high but real solutions rare.

Nevertheless, we do know that commerce has a significant role to play in making the world a better place. That is why it is so important for everyone who cares about these things to be able to instantly identify the organisations that are part of solutions and not problems. These ethical brands are members of a humane, civilised, polite and just society. Each time good people decide to support these organisations by buying their products and service, investing and working in them, the better our world becomes.

Ethical Brands don't claim to have all the solutions but each one consistently demonstrates that it is focused on managing gaps between what their customers, staff, investors and partners expect and the reality of their brand experiences. They are not registering as ethical brands because it is the latest must have PR accessory, but because they are genuinely committed to doing the right thing.

 

The term ethical brand is often misinterpreted and misappropriated. Claims that a product is - for example - environmentally friendly or organic, or that a brand should be trusted, perhaps even because it makes charitable gestures all encourage us to believe that it is good - in other words an ethical brand. Sometimes that assertion is true, but these claims and gestures are often used to deliberately foster perceptions of a brand that simply are not true.

This is the problem that inspired us to research and develop our ground-breaking service. The licensing program is the only one of its kind that is so widely accessible to organisations of all shapes and sizes worldwide, and underpinned by a strong authentication methodology.

This will establish the ethical brand logo identity as one of the most widely recognised symbols of operational integrity because all registered ethical brands are qualified using our real-time evidence-based monitoring system. Our methodology identifies and reports gaps between stakeholder expectations and the real-world brand experiences that these organisations deliver each and every day.

These gaps are common to every organisation, but genuine ethical brands are qualified by their demonstrated willingness to minimise them by engaging with the issues that we identify as well as report into the most senior levels of these organisations. We monitor the outcomes of these reports as a condition of every license to display the logo.