AUTHENTIC ETHICAL BRANDS
Are Listening, Learning And Responding To Their Stakeholders
27% target for energy efficiency isn't just unambitious; it's unhelpful - As I put back my clocks last weekend I couldnt help wishing it were always that easy to turn back time. If it were, Id be rewinding to the beginning of last week, before political leaders agreed ...
Story:theguardian.com

Why it's better to be a business women in Sweden than the UK - Nine years ago the UK was ranked one of the worlds top 10 countries for equality but in this years Global Gender Gap Report the UK comes in at number 26. Despite doing well in the education and h...
Story:theguardian.com

Nigerian recycling initiative proves it’s not all about hi-tech solutions - When it comes to climate change, we have the bad habit of focusing on the first part of the story, the part about the problem, and forgetting the second part about the many available solutions. The...
Story:theguardian.com

Achieving a fair wage in the fashion industry - apply to attend free event - On Thursday 20 November, Guardian Sustainable Business and H&M will host an evening of debate around achieving fair wages in fashion at the Guardians London headquarters. This free event will brin...
Story:theguardian.com

Again! Study demands warnings on abortion-breast cancer link- For the second time in just months, a major study is ringing alarm bells not just about the connection between abortion and birth-control pills and breast cancer, one of the biggest killers of wome...
Story:wnd.com

U.S. Judge Kaplan Held Investments In Chevron When He Ruled for Company In Ecuador Pollution Dispute – Press Releases on CSRwire.com- NEW YORK, N.Y., Oct. 30 /CSRwire/ - The U.S. federal judge who ruled in favor of Chevron in the companys campaign to block collection of its $9.5 billion environmental liability in Ecuador held in...
Story:csrwire.com

Half of financial consumers consider ethical switching- Investment in companies that perform poorly on some responsible or ethical finance concerns can be almost as strong a motivator in choosing to switch financial provider as poor customer service, or...
Story:ekklesia.co.uk

From Marketing to Sales – What Happens When MONEY Steps In? - Lynn Serafinn shows how money is the 3rd party in the relationship with our customers, and how our relationship with money influences how we run our business.  In my work as a marketing consultant,...
Story:the7gracesofmarketing.com

EU must push for ethical standards with China- Chinas economic growth is unprecedented, with a GDP of 7.7 marking it as the second largest economy on the world, standing behind only the US. Human rights and citizens participation, however, ha...
Story:theparliamentmagazine.eu

Good Money - Move Your Money- Information on this website should not be taken as financial advice or seen as an endorsement of any particular product. Weve provided so that you can make an informed choice about where to move y...
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Divestment Campaign - Move Your Money- Email your bank Dear {name}, As {position} at {bank}, I am sure you will be aware of the urgency of the current global climate crisis. The UN has stated the necessity of limiting global warming to ...
Story:moveyourmoney.org.uk

The Ethical Sommelier - Emily Wines - Features - Guild of Sommeliers- Ethics are one of the big grey areas that we in our wine community rarely talk about. The rules are not defined and one must determine for themselves where they set the standard. Below are a series...
Story:guildsomm.com

Flybe poach FGW passengers - RailUK Forums- Theyve been doing various stunts around the city this week. Including free flights when you email a copy of of your season ticket. I imagine if FGW tried the same at Exeter Airport theyd be moved...
Story:railforums.co.uk

We Need to Rethink Our Approach to Seafood Altogether- People who are unsure about eating fish tend to complain about the scent-and rightly so, because fish shouldnt smell. In my mind, thats the stench of large-scale, unethical slaughter. Like many o...
Story:munchies.vice.com

Checking out book #Tweepelicious by @LynnSerafinn. Ethical Twitter Marketing Tips for Writers, Social Entrepreneurs.- Unlike any other book on social media you may have read, Tweep-e-licious! successfully marries practical how to Twitter skills with a deep understanding of ethics, communication and human relatio...
Story:The7GracesOfMarketing.com

12 Days of Christmas Auction - A-LISTED-listed.co.uk - RFUKs fabulous and exclusive public auction of one-off gifts donated by celebrities, luxury labels and esteemed Foundation friends, has been inundated with amazing pieces from various internationa...
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Crackerjack Selling Secrets user reviews. Download Crackerjack Selling Secrets or not?- Crackerjack Selling Secrets Persuasion Secrets Of The Richest And Most Successful Sales, Marketing And Negotiation Pros Who Ever Lived Dear Friend, ��������� If you would like to learn the best-kep...
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Zoe Quinn on GamerGate: 'It’s not about ethical journalism; it’s glorified revenge porn by my angry ex' - People - News - The Independent- Quinns life has "completely changed since GamerGate first began; when her ex-boyfriend accused her of having a relationship with a journalist from  games site Kotaku  in order to gain positive re...
Story:independent.co.uk

PW 407: Poly ethics with Franklin Veaux and Eve Rickert « Polyamory Weekly- More Than Two co-authors Franklin Veaux and Eve Rickert talk poly ethics Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. Y...
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Zoe Quinn on GamerGate: 'It’s not about ethical journalism; it’s glorified revenge porn by my angry ex'<- Quinns life has "completely changed since GamerGate first began; when her ex-boyfriend accused her of having a relationship with a journalist from  games site Kotaku  in order to gain positive re...
Story:thetruth24.com

Quandary: Fun Ethical Thinking Game for Kids (and Parents) - Im Not the Nanny- I worked with The Mission List and Quandary on this post. Any opinions are my own. You might be think that using the words fun and ethical thinking in the same sentence is an oxymoron. I thought th...
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Attitudes toward improving supply chain ethics- Procurement Purchasing Management Supply Chain Management Cloud-Based Software Events Best Practices Videos Interviews Press All Topics Procurify Purchasing Software Benefits Contact Procurify
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Author! Author!: Taking advantage of spammers on Twitter- I really hate spam and when I get spamish followers on Twitter I dont follow back. Can you make use of them though Yes you can. Heres an extract from a guide Im working on: How Twitter posts wo...
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Einstein-Cardozo Master of Science in Bioethics- This unique program integrates scholarship in medicine, law and the humanities, and includes a strong narrative focus that uses stories to expand students understanding of complex bioethical issue...
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Have a Difficult Ethical Dilemma on Your Hands? Study Suggests You ...- Via:: Have a Difficult Ethical Dilemma on Your Hands Study Suggests You Should Consult a Drunk Person
Story:postipedia.com

Morning People Are Less Ethical at Night- Employees face many temptations to behave unethically at work. Resisting those temptations requires energy and effort. But the energy that is essential to exert self-control waxes and wanes. And wh...
Story:thetrendythings.com

Ethical Pet Seek-A-Treat Shuffle Bone Dog Puzzle - Sassy Sarah #savingmoney- Seek-A-Treat Shuffle Bone is a puzzle that tests your dogs IQ. The puzzle challenges your pooch to find treats that have been hidden inside.
Story:camibeth3.tumblr.com

Can zoos save the world?- Today, many zoos promote the protection of biodiversity as a significant part of their mission. As conservation "arks for endangered species and, increasingly, as leaders in field conservation pro...
Story:theconversation.com

Blueprint for P2P Society: The Partner State & Ethical Economy - Shareable- A new way to produce is emerging. By this I mean: a new way to produce anything and everything, whether it is software, food, or cities. What once required rigid organisations and a society defined...
Story:shareable.net

10 Top Tips for Writing Relevant, Ethical Marketing Copy - Can online marketing copy serve our customers rather than capture and convert them Marketer Lynn Serafinn shares her tips in Part 6 of this 6-part series. Throughout this 6-part series, Ive b...
Story:the7gracesofmarketing.com

Ethical Author: My Big Idea for Futurebook Conference- My favourite conference of the year is Futurebook and Im honoured to have been invited to pitch an idea on what is always my favourite session of the day, The Big Ideas. The topic Ive chosen to p...
Story:ornaross.com

Baby P: the Untold Story is the anatomy of an establishment cover-up - "It was politicians behaving very badly, concludes Barry Sheerman MP at the end of tonights compelling BBC film Baby P: the Untold Story. Take a bow Ed Balls and David Cameron. But, as Henry Sing...
Story:theguardian.com

6 Qualities of Highly Ethical People- No one ever sets out to live a morally-questionable life. In fact, integrity, which forms the foundation of ethical behavior, is a virtue that most people would say is both important and something ...
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Fashion Conscious with COSSAC- Tee c/o COSSAC | Jeans c/o Long Tall Sally | Boots: Jonak at Sarenza
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iafrica.com Students targeted for sustainable fashion- Kering has embraced the trend for sustainable fashion with the announcement of a five-year partnership with the celebrated fashion school which will see a series of annual talks, a yearly fashion p...
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CSR: avoiding ethical exhibitionism. - hrchitects.net- Talking about CSR is not so easy. Its about ethics. Its not that business and ethics are incompatible. They are. But ethics is innate. So if you talk about it, you risk to end up in existential d...
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The Climate Change Debate: An Epistemic and Ethical Enquiry- Two kinds of philosophical questions are raised by the current public debate about climate change; epistemic questions (Whom should I believe Is climate science a genuine science), and ethical qu...
Story:booksonthemove.com

Rain water storage to utilize it in future is no more a daunting task- Whenever we arrange any social gatherings it is mandatory to arrange for drinking water. Storing drinking water can be a costly venture and especially catering mineral water in case of organizing l...
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Find Certified Products-alliance.org - Our little green frog is recognized by consumers around the world as the symbol of environmental, social and economic sustainability. Use one or more of the menus below to find Rainforest Alliance ...
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Ethical shopping at the supermarket: Meat and poultry- At www.consumewithcare.org we aim to make ethical shopping and eating easy and were always open to your feedback on how we can improve what we do. Many people have asked us for more specific infor...
Story:consumewithcare.org

winter-2013- Cold comfort: Winter camping brings work Myth-busting: The rattlesnakes image Day in court: Ontario Nature sues to protect ONnature and wonder makeover at-risk species ONNATUREMAGAZINE.COM WINTER ...
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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