AUTHENTIC ETHICAL BRANDS
Are Listening, Learning And Responding To Their Stakeholders
How Much Is That Ice Cream In The Window? Depends On The Season - A few years ago, driving over the Sydney Harbour Bridge, I realized something had changed. In place of the decades-old, same-all-the-time fare, the toll had begun to fluctuate depending on the time...
Story:martinlindstrom.com

How the News Business Can Survive Facebook - Facebook recently wrapped up a "listening tour,Ě hoping to lure publishers across the United States to deliver their content pages and news feeds to Facebook. The idea was that these pages would ta...
Story:martinlindstrom.com

Exxon Mobil should return profits to investors, not build more reserves - Exxon Mobil has been left pondering an age-old investment question - when to re-invest profits and when to return them to investors - after a shareholder proposal, which asks the company to return ...
Story:theguardian.com

Drones for good: help slash costs, carbon and dangers across industries - To monitor for signs of trouble with the cotton, tomato, cantaloupe and other crops on his 11,000-acre family farm in Californias Central Valley, Cannon Michael turns to aerial images. Michael use...
Story:theguardian.com

Financial systems must consider extreme weather, or risk condemning millions to die - Its extraordinary how the financial markets that pride themselves on their data analysis and forecasting have such a blind spot when it comes to the impacts of climate change. I was reminded of th...
Story:theguardian.com

Unilever: Sustainable living planned- Unilevers new sustainability plan is wide in its ambition and scope Unilevers new sustainability plan is wide in its ambition and scopeWe all, by now, know the problem. Mankind is consuming too m...
Story:ethicalcorp.com

Marketing the Ethical Fashion Industry- Everyone wants to look gorgeous, but these days, consumers are increasingly aware that this comes at a high price. It takes a toll on the environment and a cost to others. We are being made increas...
Story:lincolnmartin.com

How NOT to Run an Ethical Business - Sue Ellam explores the damage you can do to your business unless you diligently follow ethical practices and treat your clients as your first priority. I have noticed that clients appear to have be...
Story:the7gracesofmarketing.com

Essay: Reforming the Bretton Woods institutions- Might radical reform of multilateral institutions help develop a fairer global economy In 1997, radical economist Samir Amin wrote the classic analysis of the modern economy - Capitalism in the Ag...
Story:ethicalcorp.com

Banking sector faces ethical question as ex-regulators rush to join private banks- PLEASE DESIST FROM ATTACKING THE WRITER PERSONALLY AND BE RESPECTFUL TO OTHER READERS. Please give your full name while posting your comments. This is not to stifle the free flow of comments but yo...
Story:myrepublica.com

Regulation ‚Äď The sustainable business of government- Large companies should impress upon government officials the importance of long-term thinking, particularly in emerging markets, says Toby Webb No matter how much better company practices are becom...
Story:ethicalcorp.com

Article- As we hear tales of fighting and trampling in Black Friday sales, wed like to offer a more positive way to shop and still get a bargain - no queues, no arguments, no fuss! We love to reward our cu...
Story:ethicalsuperstore.com

Vacations & Travel Magazine - Global Vision- The Maldives will have another pearl in its crown when Amilla Fushi opens in December. Located in Baa Atoll, A UNESCO biosphere, Amilla Fushi is a verdant retreat with 59 two- and three-bedroom res...
Story:vacationsandtravelmag.com

Everything I know about a Thrifty, Ethical, Handmade Christmas - Lulastic and the HippyshakeLulastic and the Hippyshake- There they all are, popstars with that winsome, pouty, tragic look: "Do they know its Christmas time at allĚ They could be singing it about me. Or every other English expat sitting out here on the...
Story:lulastic.co.uk

Ethical Gifts - The Rock Trust Edinburgh- We have created a great way for you to ensure that both your loved ones, and the young people that The Rock Trust support have a very Merry Christmas.  Weve Got Christmas Wrapped! Download the for...
Story:rocktrust.org

Ethical Christmas Gift Guide #4: Kids - Moral Fibres - UK Eco Green Blog- This post contains affiliate links, denoted by a *.  For this last in my installment of ethical Christmas gift guides Ive focused on little kids as I find teenagers so difficult to buy for.  I did...
Story:moralfibres.co.uk

Seriously BDS, Get a Grip- Its actually getting boring. Mind numbing, irritating and even childish. The BDS need to acknowledge what a monumental failure their South African Woolworths campaign has been, how it has done mor...
Story:news24.com

BRE investigates ethical sourcing - Materials producers, including Marshalls, have sponsored the Building Research Establishment (BRE) to investigate the ethical sourcing of raw materials and components in developing countries. BRE i...
Story:theconstructionindex.co.uk

The Experiment Requires That You Continue: On The Ethical Treatment of Users: MeasuringU- Jeff Sauro is the founding principal of MeasuringU, a company providing statistics and usability consulting to Fortune 1000 companies. He is the author of over 20 journal articles and 4 books on st...
Story:measuringu.com

Staking out the unclear ethical terrain of online social experiments- The article "Experimental evidence of massive-scale emotional contagion through social networksĚ by Adam D.I. Kramer (Facebook), Jamie E. Guillory (University of California) and Jeffrey T. Hancock ...
Story:policyreview.info

What You Should Know About Landscaping Your Yard-contributionsi.cu.cc - Landscaping is the term for an activity of improving the outdoor area of the house or estate. It facilitates to produce a wonderfully alluring environment plus improve the home value. Nonetheless, ...
Story:yourcircuit

Senior Application Security Architect - Penetration Tester/Ethical Hac Job ( ref : 10358906) in Hoffman Estates- Prestigious Fortune Firm is seeking a Senior Application Architect who is strong in Security Application Architecture, Penetration Testing as well as Ethical Hacking. The key responsibilities of th...
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Investing in the Environment- As consumers, are we changing the world with our buying power This question, which has garnered much attention in recent years, is merely the tip of the iceberg of issues discussed in Ethical Cons...
Story:berghahnbooks.com

Important FTC Update #3: Yes, We Hit Pay Dirt. Gawker Media's Kotaku is Now Retroactively Adding FTC Affiliate Disclosure Notices To Their "Best Of" Lists. Best Day Ever on the Internet? : KotakuInAction- Operation UV is a GamerGate operation concerned with the lack of disclosure of hidden, for-profit affiliate links in product reviews, news articles, reader comments, and Tweets by Gawker Media in p...
Story:reddit.com

The Warehouse Group praised for removing Grand Theft Auto V- The Warehouse Group praised for removing Grand Theft Auto V The decision by New Zealands largest retailer The Warehouse Group (TW Group), to withdraw stocks of the latest version of Grand Theft Au...
Story:scoop.co.nz

12 ethical dilemmas gnawing at developers today - Techworld.com- The tech world has always been long on power and short on thinking about the ramifications of this power. If it can be built, there will always be someone who will build it without contemplating a ...
Story:infoworld.com

Google Contributor Lets Users Pay to Remove Ads From Websites- Google has unveiled an experiment that will allow Web users to opt out of viewing ads on participating websites. The Contributor service provides the option to hide Google ads on sites for a subscr...
Story:v3.co.uk

Ethical Fashion Offers and Discounts- 20% off at ASOS Green Room with code CYBERWKND20 (until 02.12.14 8am GMT) 30% Off at Timberland with code XMAS30 (until 23:59 GMT 01/12/13 inclusive) Annie Greenabelle at Topshop Free UK delivery w...
Story:ethicalfashionblog.com

What you need to know about digital billboard advertising-seine-pxh.cu.cc - It seems that wherever digital billboards are installed, the advertisers quickly follow. This is because advertisers recognize that digital billboards can deliver timely, relevant messages to a mob...
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The gamergate Stormfront breakdown (100% archived) : KotakuInAction- Since it came up again in twitter, and most people are rightfully wary to verify from the source. I stuck my neck out again in giving you the ammo to reply to those idiots who say that GamerGate ha...
Story:reddit.com

Music Clout - Was This Musician's Plan Ethical?- Independent artists working on budgets are always looking for innovative and cost-effective ways to expose new people to their music.  Preston Edmands is one such artist.  I had never heard of Pres...
Story:musicclout.com

Video of the Day- This Thankful Thursday video of the day is the Stella McCartney x ITC Ethical Fashion Initiative in Kenya, 2014 video.  Its that time of the year to give back, even though we feel everyday is a day...
Story:stylecartel.com

5 Ways for Nonprofits to Tell an Ethical Story - NPQ - Nonprofit Quarterly- A friend of mine was asked to be the client speaker at a nonprofit organizations fundraising event recently. She is an educated, compassionate, funny woman raising an equally smart and compassiona...
Story:nonprofitquarterly.org

You are personally responsible for becoming more...- You are personally responsible for becoming more ethical than the society you grew up in. Eliezer Yudkowsky (via girlmoss) Nov 27, 2014 10:42 pm abundance-mine 257,869 notes truth rabbitinwhite lik...
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7 Ultimate Uber Controversies That Somehow Didn't Sink the Company- Uber is no stranger to confrontation. The ride-sharing firm is known for aggressive tactics that have helped fuel its explosive growth. Its very business model is based on disrupting old-school tax...
Story:time.com

GreenBiz Jobs - Recent Jobs- Welcome to GreenBiz.com // Green Jobs
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The Fashion Journalist: Bcn Ethical Fashion Fest. Weekend report.- Designers. Photo by Albert Armengol Fashion shows, pop up stores, music and shopping characterized a festival dedicated exclusively to ethical and sustainable fashion. Bcn Ethical Fashion Fest exce...
Story:thefashionjournalist.com

Washington DC Tow Truck Services That You Can Expect-artsbl.cu.cc - If you are a resident of Washington DC, chances are that one day you will need to hire DC tow truck services. It is therefore important to know the services that you can expect from a towing servic...
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Existential nihilism - Wikipedia, the free encyclopedia- The idea that meaning and values are without foundation is a form of nihilism, and the existential response to that idea is noting that meaning is not "a matter of contemplative theory", but instea...
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The Downside of Eating Too Locally - NYTimes.com- BERKELEY, Calif. - TO appreciate the depth of our national political divide, look no further than our Thanksgiving tables. The organic turkeys and farmers market produce of coastal urbanites face ...
Story:nytimes.com

How can Circle Auto Recycling help you dispose of your old Truck?-ourworksppx.cu.cc - Motor vehicles are made from precious resources. These come from many parts of the world and can be costly to acquire and install in a vehicle. Most times too, these resources can be reused. They a...
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Our early research was focuased on the frameworks and approaches typically associated with the field of corporate social responsibility, or CSR, but we were unable to find a credible scientific or empirical model that reduced authentication to a binary calculation. So, we built one. The turning point came when we shifted our focus away from any specific policies, practicies and issues - recognising that all of these things, even those with ethical, social and environmental dimensions, are commercially motivated - that we discovered what we now refer to as the ethical brand process.

Authentic ethical brands are not perfect. However, the one thing that sets them well apart from all others is the way they respond to these imperfections. One of the major challenges our authentication methodology had to overcome was to incorporate an in-built tolerance for human imperfection that does not in any way undermine the integrity of the approach.

The ethical brand process is defined by:

  • Listening to the interests, needs and concerns of stakeholders

  • A willingness and ability to Learn from stakeholder interactions

  • Responding 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 organization is to the needs, interests and concerns of all its stakeholder communities - anywhere 24x7.

Definition: Authentic Ethical Brand

Picture credit: antwerpenR, Antwerp, Belgium