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BUSINESS CASE

BULLET-PROOF BRANDING
  • East Africa: Trade War Brews As Uganda, Tanzania Restrict Kenyan Products
    A trader selling avocados at Kangemi market in Nairobi...
    Moreallafrica.com

  • A Look Inside an Ethical ICO
    This week I spoke with David Atkinson, entrepreneur, C-Suite leader, advisor, investor and consultant who combines systems thinking, psychology and design thinking with systems, strategy, people and …Tweeted by @Hendobox https://twitter...
    Morecryptocoin.news

  • The unresolved dilemma at the heart of Ireland's 'ethical' foreign policy
    It was hardly a diplomatic storm...
    Moreirishtimes.com

  • Ethical Brands for Fashion Revolution
    On Saturday 28th April, independent ethical clothing brands from around the UK will come together at London's Brand Museum to support the Fashion Revolution message and show consumers that there is a…Tweeted by @tommyandlottie https://twitter...
    Moreeventbrite.co.uk

  • Tech has no moral code. It is everyone's job now to fight for one | Lizzie O'Shea
    It has been a tough two years for the technology industry...
    Moretheguardian.com

  • #whomademyclothes
    Apr 26, 2018-Tuesday marked the fifth anniversary of what is regarded as the fourth largest industrial disaster in history—the collapse of the Rana Plaza building in Bangladesh...
    Morekathmandupost.ekantipur.com

  • Traditional health claims about India's ayurvedic foods help make them big business
    In India, you can buy saffron that is “useful in asthma, indigestion, body pain, fever, dry skin diseases and pregnancy”, ghee that increases “memory power”, intellect and digestion, and lemon pickle…Tweeted by @ConversationUK https://twitter...
    Moretheconversation.com

  • How a Former Vegetarian Became a Butcher and Ethical Meat Advocate | Civil Eats
    Before she was a butcher, Meredith Leigh was a vegetarian...
    Morecivileats.com

  • Is 'Ethical Fashion' Made with Deadstock Fabric Just Greenwashing - Eluxe Magazine
    In the world of fashion, time rarely stands still...
    Moreeluxemagazine.com

  • 7 stressbusting tips for the small business owner - a MadeSimple infographic
    Running a business can be extremely rewarding but unsurprisingly, rather stressful too...
    Moremadesimplegroup.com

  • An interview with Jonathan from Brothers We Stand
    We chatted to Jonathan Mitchell, founder of ethical men’s fashion retailer, Brothers We Stand about his thoughts on the industry – and what he’s wearing rn...
    Moreapositivefashion.wordpress.com

  • Rwanda: Parliament Ratifies Africa Trade Pact Protocol
    A month after 44 African states signed the African Continental Free Trade Area (AfCFTA) agreement, members of the Lower House have given the green light to the deal that is aimed at making Africa the…Tweeted by @AfricaTrades https://twitter...
    Moreallafrica.com

  • Artificial intelligence: Commission outlines a European approach to boost investment and set ethical
    When cryptocurrencies mature, we would consider becoming a platform for trading crypto's Blockchain technology can improve not just compliance, but also IoT features and cost-efficiency The company h…Tweeted by @Radar_Zero_ https://twitter...
    Moreradarzero.com

  • Categories of Ethical Dilemmas in Business
    First printed in Exchange , the journal of the Brigham Young University School of Business, the next twelve classes had been developed to cowl the basis or reason for most moral enterprise dilemmas t…Tweeted by @NepalJagran https://twitter...
    Morewhatsnew2day.com

  • Ethics Isn't Finite: It's Evolving
    As we strive to build ethical organizations, we must remember that our target is moving...
    Moreleadingincontext.com

  • Just announced: Finalised speaker line-up for Europe's leading responsible business event
    Over 100 speakers and 500 attendees will meet in London to share ideas on how to transform business to meet the Global Goals Ethical Corporation’s global flagship event, The 17th Annual Responsible B…Tweeted by @EcoInternet3 https://twitter...
    Moreethicalcorp.com

  • Business Must Design For Impact | PBA
    New challenges are emerging in the world of social impact as there is growing expectation that business and business leaders will contribute to the issues that matter most to society, according to th…Tweeted by @CCitizenship https://twitter...
    Moreprobonoaustralia.com.au

  • Discover Interesting Content with Paper.li's Genius Source - Paper.li blog
    Every day, Paper...
    Moreblog.paper.li

  • Alpha Assembly Solutions and Fairphone to Study Responsible Recycling
    Alpha Assembly Solutions has joined forces with Fairphone, the creator of the world’s first ethical, modular smartphone, to research and raise awareness on the challenges associated with sourcing rec…Tweeted by @Fairphone https://twitter...
    Moresmt.iconnect007.com

  • Bridging Gaps in Biotechnology, from High School to College
    Three years after Enrique García-Rivera left his home school in Puerto Rico for an Amgen Scholars summer at the University of California, San Francisco, he found himself in an unexpected place: He wa…Tweeted by @Justmeans https://twitter...
    Moreamgenscholars.com

  • Can Tech Get Better at Confronting Ethical Challenges | Stanford eCorner
    Imagine you’re in a self-driving car, headed to the grocery store...
    Moreecorner.stanford.edu

  • Mutant crayfish can clone itself and is spreading rapidly
    An invasive species of crayfish (also known as Marmorkrebs or Procambarus virginalis) is spreading rapidly throughout Europe, and threatening endemic wild species as a result, due to its ability to c…Tweeted by @FuturesCentre https://twitter...
    Morethefuturescentre.org

  • Humpback Whale watching in Costa Rica - Nature in focus - Eco Companion Blog
    Every year between July and October a pod of Antarctic Humpback Whales migrates to the warm tropical waters off Dominical beach...
    Moreecocompanion.com

  • Companies pledge to cut plastic pollution
    More than 40 companies have signed up to a pact to cut plastic pollution over the next seven years...
    Morebbc.co.uk

  • Brands wake up to tragedy of the oceans
    Shocking images of marine life choking on plastic waste are finally moving companies to innovate on more sustainable packaging solutions...
    Moreethicalcorp.com

  • European Commission sets out its 20bn plan for ethical AI
    In a bid to prevent falling behind China and the US, the European Commission has outlined its plan to invest €20 billion in ethical artificial intelligence...
    Moreiottechnews.com

  • Artificial intelligence: 20bn investment call from EU commission
    Brussels has called for a €20bn (£14bn) cash injection for artificial intelligence research, while pouring cold water over controversial plans to give robots human rights...
    Moretheguardian.com

  • 'We're doomed': Mayer Hillman on the climate reality no one else will dare mention
    “We’re doomed,” says Mayer Hillman with such a beaming smile that it takes a moment for the words to sink in...
    Moretheguardian.com

  • Respect for Human Rights: Creating a Holistic Framework for Business Contributions to the SDGs
    What's the current problem with the way some organizations are talking about business contributions to sustainable development - and what's a better path forward? The Sustainable Development Goals (S…Tweeted by @shiftproject https://twitter...
    Moreshiftproject.org

  • Mundell faces questions over paid-for Facebook adverts
    The Scotland Office's use of social media has come under scrutiny in the House of Commons...
    Morestv.tv

  • Build an Awesome WooCommerce Store with OceanWP - DreamHost
    Eye appeal is buy appeal...
    Moredreamhost.com

  • Self-driving car companies should not be allowed to investigate their own crashes
    Self-driving cars are learning to drive...
    Moretheguardian.com

  • Industry giants fail to tackle child labour allegations in cobalt battery supply chains
    Major electronics and electric vehicle companies are still not doing enough to stop human rights abuses entering their cobalt supply chains, almost two years after an Amnesty International investigat…Tweeted by @Breaking1Chains https://twitter...
    Moreamnesty.org

  • Native and Indigenous Storytellers: Apply for Grants Up to $25K Via the New Short Documentary Fund
    In the early years of his work as a television actor, Robert Redford was asked to audition to play a Native character on TV...
    Moresundance.org

  • Eluxe Interview: Henry Rollins On Capitalism, Carbon and Kids - Eluxe Magazine
    Former singer for legendary punk band Black Flag and his own group, Rollins Band, Henry Rollins never does anything without putting 110% of his effort into it...
    Moreeluxemagazine.com

  • 'Give us an example of a time when you faced an ethical dilemma.' Tricky graduate interview question
    This is not the time for dramatic confessions...
    Moretargetjobs.co.uk

The business case for Ethical Branding has a variety of dimensions, but one of its most prominent features (borne out by all of the most reliable research) clearly shows that the vast majority (not 60%, but circa 90%) of stakeholders (customers, investors, staff, suppliers, etc.) simply prefer a genuine ethical brand.

Some of the most recent research to confirm this is reports that "Nearly all global consumers expect companies to act responsibly. Consumers see their own power to make an impact in so many ways: the products they buy, the places they work and the sacrifices they are willing to make to address social and environmental issues." (source: 2015 Cone Communications / Ebiquity Global CSR Study).

Some of the most savvy and unscrupulous marketers are well aware of these trends and they have been responsible for a steady stream of incidents of so-called greenwashing, or brand-washing in attempts to capitalise on consumer vulnerability to slick labelling, advertising and PR campaigns that simply are not underpinned by the steps needed to deliver an authentic ethical brand experience. This behaviour is often driven by the inability of those incentivised and accountable for commercial performance to actually change the culture of an organisation, so the unpleasant ways it does business remains unchanged.

 

Authentic ethical branding is often perceived as unnecessary, costly and if not downright inconvenient to those steeped in institutionalised dogma where cultural indifference and an over-emphasis on short-term metrics. All of these excuses can be summed up simply as a failure to comprehend what\'s actually going on in the real world, much less the sustinable commercial benefits that genuine ethical brands are certain to enjoy.

Genuine ethical branding is not a cost centre, but a binding agent; a point of commercial focus and leverage. It delivers sustainable value directly to the bottom line by serving as a catalyst for enhancing loyalty, productivity, product and service quality, innovation and operational change. It distributes responsibility, accountability and authority for targeted outcomes from boardroom policy-makers to frontline services and right through to the lowliest workers in remote production facilities.

Whether you are the owner of a small business, a senior executive in a large corporation, a city or a town, you owe it to yourself, your organisation and above all your stakeholders to register your ethical brand today. This is an opportunity for smaller organisations to stand out from the crowd and for larger ones to identify and challenge their cultural vulnerabilities and for everyone to align with humane, civilised and just society.