|
License Web Sites
About the Ethical Brand Foundation What is an Ethical Brand? How Ethical Brand licensing works Partnering with Ethical Brand Find what you are looking for the Ethical Brand Directory Support the Ethical Brand Foundation Contact the Ethical Brand Foundation
AUTHENTIC ETHICAL BRANDS
Are Listening, Learning And Responding To Their Stakeholders
law promises to mandate companies to disclose their payment practices - Big business likes to boast that the consumer is king. Small companies would love to join them, only they know that its cash flow that wears the crown. The UK economy may be picking up, but sadly ...
Story:theguardian.com

Tackling the food waste challenge with technology - The challenges of the 21st century will stretch our collective capacity for innovation like never before. Take food security. Our mission, should we choose to accept it, is first to find 175-220m h...
Story:theguardian.com

Rivals Walmart and Target make up over cosmetics - In an unlikely partnership, rivals Walmart and Target have joined together, working with suppliers "to improve sustainability performance in the personal care and beauty industry. Their first even...
Story:theguardian.com

Southwest Airlines upcycles 80,000 leather seats into bags, shoes and balls - What would you do if you found yourself with 80,000 leather aeroplane seat covers that you needed to dispose of Thats the situation in which Southwest Airlines, Americas largest budget carrier, ...
Story:theguardian.com

How to encourage financial markets to engage in natural capital? - live chat - The natural world is being consistently degraded as a result of the pursuit of economic growth at any cost. While trillions of dollars are pumped into the financial system which powers this destruc...
Story:theguardian.com

Cotton in the South: is a new sustainable textile industry rising? - Ron Burleson could talk about farming all day. As a boy, the third-generation North Carolina cotton farmer rode his dads tractor and self-propelled combine harvester around the lush, rolling hills...
Story:theguardian.com

Bankers should take a Hippocratic oath to restore virtue to the financial sector - Over the course of this parliament, the coalition has embarked on a significant programme of financial reform to address the failings of our banking sector. The banks actions not only led to finan...
Story:theguardian.com

Ben & Jerry’s – A bumpy road for social mission pioneers- Make sustainable innovation add to your bottom line. 15+ CEOs and C-Suite from leading multinationals plus heads of CSR will discuss the future of sustainability Ice cream brand Ben & Jerrys was o...
Story:ethicalcorp.com

How to develop successful sustainable business communications- Engaging stakeholders, internal and external, requires clever targeted messages that are relevant and interesting Communications in the corporate responsibility field can be fraught with misunderst...
Story:ethicalcorp.com

Reasons to be cheerful- Make sustainable innovation add to your bottom line. 15+ CEOs and C-Suite from leading multinationals plus heads of CSR will discuss the future of sustainability Toby Webb has 11 reasons to be opti...
Story:ethicalcorp.com

‘Mr Ethical’ guest blog: Wonga VS HSBC Fraud – A Question of Media Framing- The Move Your Money Switching Scorecard compares just over 70 UK and global banking providers on five key categories - honesty, customer service, culture, supporting the economy and ethics. Each ca...
Story:moveyourmoney.org.uk

Seven fabrics inspired by nature: from the lotus leaf to butterflies and sharks - With technology poised to change the way we dress in the future, here are seven examples of innovative fabrics that take their cue from the natural world. Invented in 1948, Velcro has become a text...
Story:theguardian.com

The New Clark Art Institute Reinvents The Museum Fountain For A Sustainable Age - At a time when part of the country is enmeshed in a horrifying drought, its hard not to look at water features scornfully. Who needs a pretty fountain when farmers are being forced to enter intens...
Story:fastcoexist.com

Calgary fertility clinic’s race restriction policy highlights need for ethical guidelines: health minister- CALGARY - Alberta Health Minister Fred Horne says a Calgary fertility clinics former policy to restrict patients to using sperm donors who are of the same race highlights the need for clear ethica...
Story:ehads.com

What Do Artificial Wombs Mean for Women?- What happens when women, like men, can be parents without bearing children  Does one form of gestation become a status symbol Another a stigma Who decides which gestation environment is healthie...
Story:rhrealitycheck.org

Ethical considerations of a Living Will- Its not something we often think about, but as in life, the choices we make for handling death and burial have an impact on the planet. Today, were covering how to write a living will and a plan ...
Story:ethicaldeal.com

Is the internet now just one big human experiment? - If you thought the internet industry was chastened by the public firestorm after Facebook revealed it had manipulated the news feeds of its own users to affect their emotions, think again: OKCupid....
Story:theguardian.com

The new low-carbon diet: eat well without gobbling up resources! - The global food system is bracing for big changes. Around the world, resources are straining to deal with a host of troublesome long-range trends, including climate change, population growth, defor...
Story:theguardian.com

LOWONGAN KERJA PT SAPTA SARI TAMA PEKANBARU- Download via mediafire LOWONGAN KERJA PT SAPTA SARI TAMA PEKANBARU
Story:gudangirvan.blogspot.com

'Superman' hospitals chief spent £50,000 on his NHS credit card - Mirror Online- A hospital boss who asked for a pay cut then spent £50,000 on his NHS credit card, including bills for luxury hotels and dining. Auditors are probing bills such as £4,500 for a Florida work trip wi...
Story:mirror.co.uk

Romantic French Country lace and Cotton Dress/ by KheGreen on Etsy- Romantic French Country dress is made from vintage guipure and light weight cotton. Inspired by Edwardian style has free waist and hip line, front buttons and long guipure sleeves. Size: Medium but...
Story:etsy.com

It's BBQ season! - Christian Aid- Buy healthy, ethical sausages from the Good Little Company and help raise money for Christian Aids life-saving work. As summer arrives, its time to clean off the barbeque and cook up some tasty s...
Story:christianaid.org.uk

Bankers should look eastwards for ethical guidance- The crash of 2008 revealed an ethical crisis in banking, one of our most powerful and critical industries. To encourage bankers to clean up their act, proposals including caps on bankers bonuses, b...
Story:theconversation.com

OKCupid: User Experimentation Is “How Websites Work” – Flavorwire- OKCupid published a pretty fascinating post on its OKTrends blog yesterday. The piece was written by the companys implausibly monikered co-founder Christian Rudder, and it discussed the recent pub...
Story:flavorwire.com

Gamasutra - Ethical Free-to-Play Game Design (And Why it Matters)- Long-time game industry veteran and former Playdom senior game designer Greg Costikyan offers a practical look at how ethics in free-to-play design affects a games success. David Ogilvy, an import...
Story:gamasutra.com

Disconnected - Fresh from a party, a teen posts a photo on Facebook of a friend drinking a beer. A college student repurposes an article from Wikipedia for a paper. A group of players in a multiplayer online game...
Story:mitpress.mit.edu

Asking for What You Want vs. Getting What You Ask For - Why do so many business owners struggle with asking for what they want Consultant Lynn Serafinn proposes some interesting reasons, and asks for YOUR input. Remember the old legend of Dr Faustus T...
Story:the7gracesofmarketing.com

9 Advanced -- and Ethical -- Techniques for Spying on Your Competitors Online- Want to spy on your competitors The information you need is publicly available and freely accessible. In this article, Ill show you the tools and techniques that will allow you to scope out the c...
Story:entrepreneur.com

Search Engine Optimization – Some Good SEO Techniques Using Ethical SEO Services Blog - It wont be wrong to state that this Internet has drastically changed the best way customers are done. The power of the Internet is definitely that today you can close a business take care of someb...
Story:extorfx.com

Help support whistleblower Jeremy Hammond by Free Jeremy- Jeremy Hammond, a former member of the hacking network Anonymous who has become a cause célèbre for hacktivists, civil libertarians and those concerned about the rights of whistleblowers, is a gift...
Story:fundrazr.com

Selling out ethical journalism: @journlaw on @theage secret recordings #springst- But it is an even sadder day when we hear a major newspaper - The Age - justifying a senior reporter secretly recording their conversations with sources. That newspapers editorial thundered at the...
Story:nofibs.com.au

Gaza: More Than 110 People Killed in Less Than 24 Hours- Gaza endured a night of relentless bombardment that brought some of the heaviest pounding since the start of the conflict three weeks ago, in the hours after the Israeli political and military lead...
Story:alternet.org

Amira Hass and the end of Jewish ethical history- This is part of Marc H. Elliss "Exile and the Prophetic feature for Mondoweiss. To read the entire series visit the archive page. I like and admire Amira Hass. Her reporting is admirable and more...
Story:mondoweiss.net

Anonymous Solidarity Network - The Anonymous Solidarity Network exists to provide legal, financial and moral support for activists facing prosecution for involvement, alleged or otherwise, in Anonymous actions. Our friends need ...
Story:anonymousvideo.eu

The Fool on the Hill: Gaza: towards an ethical foreign policy for the new Scotland- Gaza: towards an ethical foreign policy for the new Scotland Graphic by Tawfik Gebreel, Gaza Jean Urquhart MSP, one of our excellent crop of independents, has tabled a motion in the Scottish Parlia...
Story:blog.journeyman.cc

New European circular economy package fails to hit radical note needed - Can policy intervention help lay the foundations for circular economy delivery And if so, what should such an enabling framework look like Judging by the mixed reaction to one early contender, th...
Story:theguardian.com

Climate change activism should be brought to doorsteps with bank holiday - Climate change is easily the most confounding collective action problem we have ever faced. We must act - collectively - in the best interests of not only todays global population, but also the ...
Story:theguardian.com

Five things we learned about conscious business and sustainability - A recent live chat sought to answer the question, how can conscious business drive sustainability Here are five points that emerged from the debate. As a relatively new movement, the concept of co...
Story:theguardian.com

General Mills joins climate change fight and requires pledges from suppliers too - Two months after Oxfam launched a campaign urging food and beverage companies to take stronger action to curb climate change, General Mills has promised to reduce greenhouse gas emissions in its ag...
Story:theguardian.com

New books – July 2014- The economic crises of recent years and the volatile political events that have followed have given renewed impetus to the anti-capitalist movement. This book goes beyond the usual list of searing ...
Story:ethicalcorp.com

H&M Sustainability Report 2013 – Conscious conundrum- H&M is making impressive strides against its own sustainability targets, but how long can it keep growing and its customers keep buying more clothes H&M is one of those juggernaut corporations rig...
Story:ethicalcorp.com

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