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What is an Ethical Brand
Are Listening, Learning And Responding To Their Stakeholders
Microsoft faces claims it threatened MPs with job cuts in constituencies- Microsoft executives telephoned Conservative MPs threatening to shut down a facility in their local area because of planned IT reforms, David Camerons former strategy chief has claimed. Steve Hilt...
Tweeted by @GuardianSustBiz https://twitter.com/GuardianSustBiz/status/602037530934906880


Nine Reasons Why Certification Works- Consumers have a plethora of certification marks to choose from when they do their weekly supermarket shop, but do these labels really make a difference to whatever cause they are supporting In te...
Tweeted by @PamelaEaston https://twitter.com/PamelaEaston/status/601992239603056640


Donate now! - Jeremy Hammond is a beneficiary of the Courage Foundation. A former member of the hacking network Anonymous, Jeremy is a gifted, young computer programmer currently spending a decade in prison. He ...
Tweeted by @Skythekidrs8172 https://twitter.com/Skythekidrs8172/status/601934756524228608


You can Reap the rewards of social housing- It is the "ethicalĚ alternative to buy-to-let that is targeting older people looking to cash in their pension funds, and boasts a tempting 7%-a-year return. The Real Estate Annuity Plan (Reap) allo...
Tweeted by @JayneHilditch https://twitter.com/JayneHilditch/status/602037212117639168


Regents debate proposed evaluation regulations- ALBANY-As they began discussing complex calculations for rating the performance of public school educators, some members of the State Board of Regents aired their broader concerns about the future ...
Tweeted by @ETApresident https://twitter.com/ETApresident/status/601905819278540800


Ethical leadership - Director Magazine- A virtuous approach to business neednt come at the expense of your bottom line, says Sheila Stokes White, author of The Ethics of Work. Here are her five tips for being principled and profitable 1...
Tweeted by @Lysanne1 https://twitter.com/Lysanne1/status/602027489834246144


Spotlight On Lee Coates: ‚ÄėMr Establishment‚Äô- After operating a successful ethical finance business in the UK for many years, Lee Coates took the unprecedented step of launching a cruelty-free superannuation fund in Australia, with social medi...
Tweeted by @MelissaParkeMP https://twitter.com/MelissaParkeMP/status/602045285859135489


Breast Cancer Action- Breast Cancer Action has partnered with DemocracyInAction to facilitate your online credit card transaction. You will see DEMOCRACYINACTION.ORG associated with this transaction on your credit card ...
Tweeted by @yayasanalsaban https://twitter.com/yayasanalsaban/status/601967392873422848


EthicsWatch: Transparency ‚Äď Azerbaijan EITI status downgraded- The Extractive Industries Transparency Initiative joins public criticism of the Azerbaijan governments repressive political tactics Concerns about the Azerbaijan governments restrictions on civil...
Tweeted by @Ethical_Corp https://twitter.com/Ethical_Corp/status/602022426222796801


The post-election colour of money- The future of Britain is at stake. Ethical Corporation rounds up the main corporate responsibility issues in the debate ahead of the UK general election Promises, promises. In April, the various po...
Tweeted by @Ethical_Corp https://twitter.com/Ethical_Corp/status/601953272442789888


Khazanah Debuts Ethical Islamic Bonds With Annual Sales Planned- Malaysias state-owned sovereign wealth fund is about to test appetite for the nations first socially responsible Islamic bonds and plans to issue such debt annually. Khazanah Nasional Bhd. will s...
Tweeted by @HuttonIF https://twitter.com/HuttonIF/status/601977987332968449


A horror show from Thomas Cook that tells you all you need to know about ethical consumerism- If he had any conscience Mr Fankhauser should resign. Nine long years after a faulty boiler in a hotel in Corfu devastated this family on holiday, he decided that a shareholders meeting was an app...
Tweeted by @SteveHiltonx https://twitter.com/SteveHiltonx/status/602044191787581440


The 7 Best (Ethical) Manicures In N.Y.C.- By now, youve probably heard about the shocking New York Times exposé on the horrific working conditions in some N.Y.C. nail salons. Basically, an investigative report found that workers are often...
Tweeted by @HuffPostBlog https://twitter.com/HuffPostBlog/status/602021208637493248


Corfu gas death pair's parents' fury at Thomas Cook 'apology' - BBC News- The parents of two children who died from carbon monoxide poisoning in Corfu have criticised Thomas Cook for not apologising to them directly. A spokesman for the company said a letter of apology h...
Tweeted by @clarekingone https://twitter.com/clarekingone/status/602041279665561600


Kickstart to THRIVE- We design pieces to fill the gap between urban street wear and west coast lifestyle. As women, we asked ourselves: "What do we want from our clothingĚ We want functionality, timeless style and dur...
Tweeted by @sheena_bull https://twitter.com/sheena_bull/status/601983795420499968


Five ways to build an ethical wardrobe- A decade ago, I became obsessed with fashion. But rather than trend predictions or whether a Kardashian favours a Gladiator shoe/boot, its always been about the supply chain for me. Fashion is a f...
Tweeted by @Green_JessP https://twitter.com/Green_JessP/status/601949744902995968


National Vegetarian Week: 5 ethical reasons to stop eating meat- The green pastures and idyllic barnyard scenes of years past are now distant memories. On todays factory farms, animals can be kept in cramped, cruel and oppressive conditions, many animals will n...
Tweeted by @auracarpetclean https://twitter.com/auracarpetclean/status/602023615488512000


Update: gene editing of human embryos- The National Academy of Sciences has confirmed officially that yes, as rumored for weeks, it will hold a meeting to thrash out issues posed by the new gene editing techniques. These will probably b...
Tweeted by @MarinelaOlaroiu https://twitter.com/MarinelaOlaroiu/status/602008890897788928


Fertility treatments give birth to dilemma for parents- Brenda Loblein never wanted to be in this position. She didnt want to be faced with a decision about what to do with an extra embryo - a potential child - sitting on ice in a sterilised storage fa...
Tweeted by @mannmuller https://twitter.com/mannmuller/status/602037089354391552


New principles to guide ethical surveillance in care facilities - Australian Ageing Agenda- Surveillance technologies including cameras are justified for use in care facilities in certain locations but only within a framework that safeguards against potential harm or misuse, according to ...
Tweeted by @purr121 https://twitter.com/purr121/status/602013752058318848


Using Ethical Guidelines to Effectively Challenge Over-prescribing Psychotropics for Children- In all countries there will be ethical and professional guidelines that support a psychologist or any mental health workers ability to professionally challenge practice that they have major concer...
Tweeted by @kevinpmiller https://twitter.com/kevinpmiller/status/601980541605314560


Adoption of lab-grown meat is not only ethical and rational, but becoming a very likely reality- By ROBERT MONTENEGRO - My colleague Natalie Shoemaker wrote a few days ago about research efforts that track the various defenses and rationalizations for eating meat. Its important to note that t...
Tweeted by @Boz23 https://twitter.com/Boz23/status/602014261796216832


AMA Wire¬ģ: Medicine considers what defines professionalism-assn.org - Physicians take an oath to uphold ethical standards, but rapid changes in the health care system may have begun to blur lines across the practice of medicine. What measures should physicians be hel...
Tweeted by @EmbraceTheCoda https://twitter.com/EmbraceTheCoda/status/601928580147347456


Skelmersdale mill helps SCA keep its world’s most ethical ranking- Skelmersdale tissue makers SCA has been acclaimed as one of the Worlds Most Ethical Companies for the eighth year in a row. SCA is the largest consumer tissue company in the UK and Ireland and its...
Tweeted by @SkemNews https://twitter.com/SkemNews/status/601991252851195904


Web archiving: ethical and legal issues affecting programmes in Australia and the Netherlands- Article Views: 75 Article usage statistics combine cumulative total PDF downloads and full-text HTML views from publication date (but no earlier than 25 Jun 2011, launch date of this website) to 20...
Tweeted by @ALIA_AusLibJ https://twitter.com/ALIA_AusLibJ/status/601946175315390464


Amazon Kindle: A Highlight and Note by M. Chitty from Intelligent Kindness: Reforming the Culture of Healthcare- A Highlight and Note by M. Chitty Intelligent Kindness: Reforming the Culture of Healthcare by John Ballatt, Penelope Campling See all posts on this book
Tweeted by @mikechitty https://twitter.com/mikechitty/status/602013853212348416


Using new technologies to communicate ethical values internally- All employees - no matter when they were born - will benefit from innovative ways of communicating A recent survey by Global Tolerance revealed that almost half the workforce (42%) now want to work...
Tweeted by @wganapini https://twitter.com/wganapini/status/602036214112321536


How To Write Your Spiritual Ethical Will review- How To Write Your Spiritual Ethical Will review, is How To Write Your Spiritual Ethical Will a bogus product or something you should definitely download If you are looking for solid information if...
Tweeted by @WordpressUniUK https://twitter.com/WordpressUniUK/status/602034880235474944


Ethical Influence and Persuasion - How To Get It Your Way Coupon- Ethical Influence and Persuasion - How To Get It Your Way Coupon Comments RSS Twitter Facebook Pinterest Digg Reddit Kindle Secrets: How I Wrote a Best Selling eBook In 72 hours How To Rap Like A P...
Tweeted by @couponkouponcom https://twitter.com/couponkouponcom/status/601925975845244928


Monsanto Is Funding a Free 'Reporting Boot Camp' for Food Writers- The Washington, DC-based National Press Foundation announced yesterday that theyre taking applications for an upcoming all-expenses-paid journalism conference called "Food, From Farm to Table." Th...
Tweeted by @GMWatch https://twitter.com/GMWatch/status/602043213914972160


Observer Ethical Awards - The winner of the Lifetime Achievement Award has been blown up by the French, jailed by the Russians and very nearly crushed by a US navy destroyer. But for Greenpeace activist Peter Willcox its a...
Tweeted by @TearfundAct https://twitter.com/TearfundAct/status/602019648335257603


Etiko takes sneakers to a new ethical level! - Good On You- Id spent the last year trying my hardest to only buy ethically made products and had not found one pair of ethical sneakers. That is, until I recently stumbled upon Etiko . As I typed "Ethical Sne...
Tweeted by @etikofairtrade https://twitter.com/etikofairtrade/status/601991638081232896


How to Build a Strong Ethical Culture at Your Agency- Government leaders have to manage the tension between price, quality, speed and ethics. An affordable contractor may be reliably fast, but to finish quickly may cut safety corners, leading to injur...
Tweeted by @7Lenses https://twitter.com/7Lenses/status/601991296534913024


I Will Never Quit My Mlm-maybe You Should!- First let me say that an I will never quit attitude is absolutely positively mandatory if you ever expect to make it in the Network Marketing industry. So dont just look at the title of this artic...
Tweeted by @HoggarthDavidso https://twitter.com/HoggarthDavidso/status/601915209733668864


What You Should Know When Hiring An Electrician-contributionsi.cu.cc - If you are working on renovating a room in your home or perhaps having a home built, you will want to hire a professional electrician. An electrician Scottsdale professional has the proper knowledg...
Tweeted by @ClaireJuan1 https://twitter.com/ClaireJuan1/status/602014497834831872


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...
Tweeted by @SweetNotePGH https://twitter.com/SweetNotePGH/status/601925213924753410


The Winchester Family Business - Let's Discuss: The Ethical Dilemmas in Supernatural's "Brother's Keeper"- As always, Nightsky, so much to ponder in what you write. There is much to consider and in this there will be no wrong or right answers, although Im sure the debate will seem as if there is. I lov...
Tweeted by @jeanjobbit https://twitter.com/jeanjobbit/status/601928061651673088


What You Need to Know about the Josh Duggar Police Report- When I first saw rumors circulating yesterday I didnt pay any attention, because the accusations were vague and felt rehashed. Remember when the tabloids reported that Jessa Duggar had sex at the ...
Tweeted by @MeredithRiggs39 https://twitter.com/MeredithRiggs39/status/601919224915734528


Anne R. Allen's Blog: Paid Reviews: Why Authors Should NEVER Buy Amazon Reader Reviews- by Anne R. Allen Last month the Seattle Times reported that Amazon is suing a bunch of paid review mills. Unfortunately, many paid review sites dont feel theyre doing anything wrong. A spokesman ...
Tweeted by @authorbasil https://twitter.com/authorbasil/status/602041491511451649


5 Must-See Ethical Fashion Online Videos - Eco Warrior Princess- I am a consumer of a lot of information (and a creator of a lot of content myself...!) Books, magazines, newspapers, slideshows, trending hash tags, podcasts - you name it, Im all over it. I have a ...
Tweeted by @jennifer_nini https://twitter.com/jennifer_nini/status/601907181898899456


Market to Empowered Women: It's Ethical -- And It's Good for Business- Sex sells. It always has, it still does and it probably always will. But theres another theme thats selling well: that of the confident, career-driven woman. At an Advertising Week event this wee...
Tweeted by @glgiddings https://twitter.com/glgiddings/status/601992242824355842


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