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BUSINESS CASE

BULLET-PROOF BRANDING
  • 5 ethical questions designers must ask
    Business is cold and ruthless...
    Moredesignispolitical.com

  • Eye in Sky (2015), Directed by Gavin Hood, by Jon Jcvack [Part 1 of 2]
    Director:Gavin Hood Writer: Guy Hibbert Cinematographer: Haris Zambarloukos by Jon Cvack I didn’t know anything about this movie until I had seen its 94% Rotten Tomato rating, saw something about d...
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  • Categories | 2017
    2009 / 2010 / 2011 / 2012 / 2013 / 2014 / 2015 / 2016 / 2017 Categories 2017 Sector Category Open Deadline Entrance Fee Status Education 1st January 2017 28th February 2017 -- -- Healthcare 1st Mar...
    Morebackstage.worldarchitecturenews.com

  • How bits of broken fence and candle holders are helping David Todd from Norwich fight back from football injury
    But at The Post Room, Norwich, these abandoned items are given whole new lease of life...
    Moreedp24.co.uk

  • Household, Interiors - www.carterscollectablesuk.co.uk
    Framed and glazed Signed Artists Proof of 1861 Meissonier Musketeer print (Buy Now or Make an Offer) Vintage unsigned original watercolour, of a 1930s style countryside landscape (Buy Now or Make a...
    Morecarterscollectablesuk.co.uk

  • Technology is a marvel - now let's make it moral | Martha Lane Fox
    Countless decisions must soon be made about how Britain navigates the world, having cut itself adrift from the European Union...
    Moretheguardian.com

  • Tom Hicks interviews Andy Mathers on Ethical Investing - Co-Navigate
    I sat down with one of the advisers and directors here at Co-Navigate to find out about one of the areas he’s been doing a lot of work in recently; ethical investing...
    Moreco-navigate.co.uk

  • Ethical Leadership: Is the outcome more important than the means | Blog
    David Green is director of Green Pepper Consulting, a social enterprise working with the third sector...
    Morecloresocialleadership.org.uk

  • How AT&T and McDonald's turn sustainability into sales
    We have reached a tipping point for sustainability marketing...
    Moregreenbiz.com

  • Focus On The Things You Can Do Something About - Lolly Daskal | Leadership
    Two frogs were playing together when suddenly they fell together into a bucket of cream...
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  • Germany demands costly recall of 12 mln diesel cars - sources |
    Germany’s Transport Ministry is pushing carmakers to update the engine management software in up to 12 million diesel vehicles in the country, people familiar with the talks told Reuters on Monday...
    Moresustainability.thomsonreuters.com

  • Evrnu's Fiber Technology, Turning Post-Consumer Waste into New Threads
    Founding editor & WearableTechStylist of FashNerd...
    Morefashnerd.com

  • How Diversity Makes Us Smarter
    (Editor’s note (1/30/17): In response to President Donald Trump’s immigration order to close U...
    Morescientificamerican.com

  • The Value of Teaching Climate Change in Today's Classroom
    Editor's Note: Never has it been more critical to study the earth's environment and have conversations—often difficult ones—about climate change in the classroom...
    Moreblogs.edweek.org

  • Project MUSE - Read Africans, Decenter Scholarship
    The ongoing integration of area studies into international or global institutes (or schools) in Euro-American universities raises a host of questions for area-studies programs, particularly how bes...
    Moremuse.jhu.edu

  • Safeguarding sustainability through forest certification mapping
    Using forest biomass products—such as timber, fuel wood, or paper—in a sustainable manner, without exhausting resources or diminishing forest biodiversity, requires transparency on the origin and m...
    Morephys.org

  • C&A Foundation: "Making Sustainable Fashion the New Normal"
    London - "While we have achieved a lot, we still need to do much more to transform our industry," argues Leslie Johnston, Executive Director of the C&A Foundation in its 2016 Annual Report...
    Morefashionunited.uk

  • Skip the Skip! 30 Vegan Recipes For Leftovers - Eluxe Magazine
    We all want to live a more sustainable lifestyle, right? And that certainly involves wasting food less...
    Moreeluxemagazine.com

  • 19 Easy And Immediate Ways You Can Live A More Ethical Life
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    Morethoughtcatalog.com

  • A Steakhouse with a Vegan Menu Los Angeles Eatery Shows the Popularity of Veganism
    Los Angeles has long been a haven for vegans when it comes to its restaurant scene...
    Moreplantbasednews.org

  • This is what it's like to start your own ethical fashion label
    Ethical, political and sustainable fashionis tipped to be the next big thing in the style industry, and it’s a development that comes as no surprise to Sophie Slater...
    Moremetro.co.uk

  • Would You Buy a Plastic Suit From Stella McCartney
    Since 2015, Parley has worked with the government of the Maldives, as well as the nation’s resorts, fisheries, schools and fishing vessels to collect 80 to 120 tons of plastic from the oceans per m...
    Morenytimes.com

  • Traveling family raises the roof on this brilliant off-grid bus conversion (Video)
    For many of us, the idea of a whole family travelling together seems like something reserved for a precious few weeks during the year, when there's no school for the kids, and mom and dad can finag...
    Moretreehugger.com

  • Ethical peer-to-peer investment platform launches first campaign for listed company - AltFi News
    Abundance launches campaign for up to £5m for AIM-listed tidal power company...
    Morealtfi.com

  • How to Build a Strong Ethical Culture at Your Agency
    Government leaders have to manage the tension between price, quality, speed and ethics...
    Moregovexec.com

  • EPA acknowledges delaying methane rule might make more children sick, but will help industry
    The Environmental Protection Agency late Tuesday proposed a two-year delay on the implementation of a rule that would require oil and gas companies to detect and repair leaks of methane and other a...
    Morethinkprogress.org

  • California and New York just sued to protect Obama's final energy rules
    A handful of states filed a lawsuit Tuesday against the Trump administration for not finalizing energy-efficiency regulations issued by the Obama administration’s Energy Department...
    Morewashingtonpost.com

  • How to Support Renewable Energy (and Why You Really Should)
    Earlier this month came thenews that China plans to invest $361 billion into renewable energy projects over the next three years...
    Morescientificamerican.com

  • Abbott's death-wish on industry: Freeze RET, ban wind, build coal
    On the same day the country’s biggest vegetable glass house project was rescued by a proposal to go to 100 per cent renewable, with wind and battery storage, former prime minister Tony Abbott has o...
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  • Apple joins research group for ethical AI with fellow tech giants
    As artificial intelligence becomes an increasingly powerful force, some of the world’s biggest companies are worrying about how the technology will be used ethically, and how the public will percei...
    Moretheverge.com

  • Zallat | The Ethical Store
    This is a project to build a different kind of a mobile app for commerce...
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  • Seven Ways Dell is Upgrading its Recycling and Sustainability Goals
    Following its merger with EMC1 in September, Dell Inc...
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  • Why I Switched From iContact To ConvertKit | Marc's Blog
    Switching from one email service to another isn’t an easy decision...
    Moremarcguberti.com

  • How to Become a T-Shaped Marketer
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  • How to Reset a WordPress Password from phpMyAdmin
    Do you want to reset your WordPress password using phpMyAdmin? If you are unable to reset your WordPress password, then there is a way to reset it directly in your WordPress database using phpMyAdm...
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  • UN is breaking its promise to people of Haiti
    Suddenly, in a country where for more than a century there had been no cholera, the disease was running rampant...
    Morecnn.com

  • What we don't know about refugees and humanitarian aid
    According to the UNHCR, at least 65 million people around the world have been forced to flee their homes and become refugees or internally displaced...
    Moreone.org

  • Should writers boycott book festivals in countries where rights are under threat
    Here is a question: does appearing at the Emirates Airline festival of literature make an author complicit in human rights violations by the United Arab Emirates’ government? Are authors who attend...
    Moretheguardian.com

  • Arms Dilemma: Sweden Wants to Sell Weapons to Dictatorships 'in an Ethical Way'
    Sweden's practice of selling arms to non-democratic countries has been long condemned both at home and abroad as incompatible with Sweden's incessant peace activism...
    Moreen.addiyar.com

  • Refugee crisis: What the West gains from a warm welcome
    Companies have a huge role to play in helping governments turn a crisis into an economic opportunity, a new report argues The refugee crisis caused by the continuing war in Syria has caused unprece...
    Moreethicalcorp.com

  • An Ethical British Foreign Policy - Filibuster - Medium
    “Our foreign policy must have an ethical dimension” explained Robin Cook, British Foreign Secretary in 1997...
    Moremedium.com

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.