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CLEARLY DEFINED

ETHICAL BRANDS LISTEN, LEARN AND RESPOND
  • Meet the women who are making sure blockchain is inclusive
    Yael Rozencwajg recently had an experience that was unusual for a woman in tech...
    Morefastcompany.com

  • These photos of submerged North Carolina livestock farms are devastating
    This is your chicken during a flood...
    Moremotherjones.com

  • Pipeline Leaks 63,840 Gallons of Produced Water in North Dakota
    A pipeline released 63,840 gallons (1,520 barrels) of produced water that contaminated rangeland in Dunn County, North Dakota, the Bismarck Tribune reported, citing officials with the North Dakota De…Tweeted by @dhlovelife https://twitter...
    Moreecowatch.com

  • Horror Feature Film - Paid In Blood
    After receiving an invitation online from an unknown follower, Jessie, Kailanni and Xander head off on a road trip to the biggest social media party of the year; "Our Social Playground"...
    Morekickstarter.com

  • Sign the Petition
    We ask the Consumer Affairs Agency of Japan to take urgent action and demand better labeling of vegetarian/vegan products, and to raise awareness of the lack of options that fulfill the needs of vege…Tweeted by @ethical_sclub https://twitter...
    Morechange.org

  • Clinical Supervision in MDMA Therapy Training: An Ethical Commitment
    In 2016, the MDMA Therapy Training Program was redesigned to prepare dozens of therapists for working on the Phase 3 clinical trials that will soon be started by the Multidisciplinary Association for…Tweeted by @MAPS https://twitter...
    Moremaps.org

  • Let's Talk About AI Ethics; We're On a Deadline | Getting Smart
    “The end goal of AI safety is to create beneficial intelligence, not undirected intelligence...
    Moregettingsmart.com

  • Civil: Journalism on the Blockchain - Access Information
    At Access/Information we actively monitor new information resources, and one recent noteworthy news resource is Civil, a blockchain-based economy and platform for ethical, high-quality journalism...
    Moreaccess-information.com

  • Five Categories to Focus Your KPIs
    Research shows greater KPI transparency and clearer alignment are key to overall KPI effectiveness...
    Moresloanreview.mit.edu

  • Minibrain Grown in Lab Raises Ethical Questions - Vision Times
    When the success of cloning became public in the final years of the last century, the ethical debates it sparked seemed endless...
    Morevisiontimes.com

  • Genetic Databases Present Ethical Questions on DNA and Police Searches
    Genetic Databases Present Ethical Questions on DNA and Police Searches Posted By Mary Kuhlman, Ohio News Service on Thu, Sep 20, 2018 at 1:40 PM COLUMBUS, Ohio - The use of online genetic databases h…Tweeted by @ClevelandScene https://twitter...
    Moreclevescene.com

  • Brands are using blockchain to promote sustainable products - Digiday
    Subscribe to the Digiday Retail Briefing: A weekly email with news, analysis and research covering the modernization of retail and e-commerce...
    Moredigiday.com

  • Taking a fresh look at planning your business
    Previously on the blog I’ve talked a lot about new businesses...
    Morebrixx.com

  • Sports Betting Market Is Booming Worldwide | Top Ethical Key Players- Lottery, William Hill, Bet365, Ladbrokes
    The latest research study from HTF MI with title Global Sports Betting by Key Players, Regions, Type, and Application, Forecast to 2025...
    Moregujaratmagazine.in

  • Ethical investing
    Sustainable funds try to make money by investing in companies that have a positive effect on the world...
    Morehl.co.uk

  • Episode 141: Lexmark's long-held circular mindset, VERGE Vanguard vignettes
    The climate summit versus the iPhone: A mainstream media mismatch It’s too soon to call 3D printing a green technology The bio-based material that’s strong than spider silk The climate summit versus …Tweeted by @GreenBiz https://twitter...
    Moregreenbiz.com

  • The disruptors: How Solitaire Townsend is putting sparkle into sustainability
    Oliver Balch talks to Futerra's co-founder about her journey from a Bedford council estate to one of the UK’s leading sustainability consultancies To adapt a well-known phrase, some people are born d…Tweeted by @Ethical_Corp https://twitter...
    Moreethicalcorp.com

  • The Ethical Butcher Investors' Craft Beef and Wine tasting Event.
    Please join us for a steak and wine tasting event...
    Moreeventbrite.com

  • Low Tox Box - Unboxing and Review - Captain Bobcat
    I do like the idea of subscription boxes...
    Morecaptainbobcat.com

  • 10 Questions with Sarah from The Salvage: Tackling Plastic Pollution One Legging at a Time!
    As part of our founder interview series we interview Sarah Moñino from The Salvage to learn how plastic pollution gets turned into great leggings, and why she wants you to join her community of Consc…Tweeted by @think_mamoq https://twitter...
    Moremamoq.com

  • Sustainable Toys For Ethical Shopping - Plus Competition! - Monkey and Mouse
    The usual baby and toddler gifts often appear to be shiny plastic or noisy, so it’s lovely to see a brand new shop now featuring sustainable gifts for little ones...
    Moremonkeyandmouse.co.uk

  • Beginner Workshop
    The beginner workshop takes place the Friday before WordCamp LAX, and requires a special ticket...
    More2018.la.wordcamp.org

  • Should we care about religious illiteracy - UnHerd
    I went for a coffee a few weeks back...
    Moreunherd.com

  • The future of humanity depends on design ethics, says Tim Wu
    How many nights have you stayed up too late because you were scrolling through Instagram or Facebook? It’s not just your lack of self-control: Social media sites are designed to keep you hooked for a…Tweeted by @FastCompany https://twitter...
    Morefastcompany.com

  • Types of Google link penalties to avoid
    Having your own full-fledged website and running it through good rankings is quite an accomplishment...
    Moresearchenginewatch.com

  • Google Is Handing the Future of the Internet to China
    In May, Google quietly removed “Don’t be evil” from the text of its corporate code of conduct, deleting a catchphrase that had been associated with the company since 2000...
    Moreforeignpolicy.com

  • AMD Reinforces Its Commitment to Corporate Citizenship With Its 23rd Annual Corporate Responsibility Update
    AMD (NASDAQ: AMD) today released its 23rd annual corporate responsibility update, highlighting the company’s continued commitment to achieving its environmental and social goals...
    More3blmedia.com

  • 10 Ways to Speed Up a DreamPress Website - DreamHost
    If you’re anything like us, you’re always looking for ways to improve your website...
    Moredreamhost.com

  • 3 Reasons to Upgrade from Cisco ASA to Cisco Firepower NGFW Today
    You have a Cisco ASA stateful firewall[i]...
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  • Dam breach reported at former N.C. coal plant, raising fears that toxic coal ash may pollute Cape Fear River
    In this drone photo released by Duke Energy, flooding from the swollen Cape Fear River overtops an earthen dike at Sutton Lake at the L...
    Morewashingtonpost.com

  • Urgent alert: Help stop cruel hunting methods in Alaska, like killing wolf pups at their dens, shooting hibernating mother bears - Enviroshop - About Magazine
    The proposed rule would bring back controversial hunting methods on 20 million acres of federal public lands in Alaska, like using artificial light to kill hibernating mother black bears and their cu…Tweeted by @ENVIROSHOP https://twitter...
    Moreenviroshop.com

  • Mintel identifies eco gender gap - www.naturalproductsonline.co.uk
    The statistical findings show 71% of women ‘try to live more ethically’, compared to 59% of men, and 33% of British men try to use less water versus 38% of women, while on a wider level 52% of 16-24 …Tweeted by @NatProducts https://twitter...
    Morenaturalproductsonline.co.uk

  • 5 Sites for Globally Responsible Business Leadership
    It has become clear that a global economy requires more than local or regional thinking...
    Moreleadingincontext.com

  • Irish Eco-Entrepreneur Wins Top United Nations Environmental Prize for Ethical Shopping App Evocco.
    September 2018 –Hugh Weldon, Irish mechanical engineer and co-founder of Evocco is receiving the UN’s highest environmental honor...
    Moreirishtechnews.ie

  • National Forest Foundation Plants a Record 2.6 Million Trees in 2018
    MISSOULA, Mont...
    Morecsrwire.com

  • Sharodactyl Overwatch Halloween Terror Enamel Pins
    IS THIS YOUR PROJECT? Sharodactyl Overwatch Halloween Terror Enamel Pins In Art Funding on Kickstarter   Rewards United States Overwatch themed Halloween pins! -  Hallo!    I'm Sharon (or you may kno…Tweeted by @CrowdfundCentre https://twitter...
    Morethecrowdfundingcenter.com

  • Corporate Times
    FEATURED PROJECT Corporate Times In Gaming Funding on Kickstarter   Rewards United States Corporate Times – a financially strategic game that shows the business world in a new light, like it has neve…Tweeted by @CrowdfundCentre https://twitter...
    Morethecrowdfundingcenter.com

Authenticity: a binary event

Authentic ethical brands are certainly not perfect, but the way they respond to their imperfections is what clearly sets them apart from all others. Establishing a coherent authentication model that was tolerant of human imperfection, but which didn′t undermine the integrity of the approach represented one of our greatest challenges.

The majority of our early research was concentrated on the frameworks and approaches typically used in the field of corporate social responsibility, or CSR, but this focus failed to yield a methodology that served our philosophical aims using an unambiguous scientific, or data-driven model. It wasn′t until we elevated our thinking above the specifics of policies and issues that we had our Eureka moment and discovered what we now refer to as the ethical brand process: listen, learn and respond.

 

Genuine ethical brands routinely:

  • Listen to the interests, needs and concerns of stakeholders

  • Are willing and able to Learn from stakeholder interactions

  • Respond to stakeholder approaches - timely and respectfully

Discovering the ethical brand process was an important milestone in the evolution of our methodology. It clearly identified activities that we could observe and measure in an unbiased and clinical manner - without operational intrusion.

The eb Process reveals everything both we and brand owners themselves need to know about how responsive the organisation is to the needs, interests and concerns of all its stakeholder communities - anywhere 24x7.

Definition: The Authentic Ethical Brand