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AUTHENTIC ETHICAL BRANDS
Are Listening, Learning And Responding To Their Stakeholders
Throwing competition to the wind: cocoa manufaturers collaborating - Our collective appetite for high-quality chocolate has led to an increase in cocoa production at an average annual rate of more than 3%. Three years ago, the chocolate confectionery industry surpas...
Story:theguardian.com

Is there such a thing as an eco-swimming pool? - I learnt to swim as a young girl in late 1980s London, where the closest you could get to eco-friendly swimming was a big sign at the local leisure centre reading "OOL: notice there is no P in this...
Story:theguardian.com

Civet cat coffee: can world's most expensive brew be made sustainably? - The story of kopi luwak has a certain repulsive charm. A shy cat-like wild creature wanders out of the Sumatran jungle at night onto a coffee plantation and selects only the finest, ripest coffee c...
Story:theguardian.com

Chemicals in some household plastics linked to child asthma risk - Several years ago, Columbia University researcher Robin Whyatt and her team at the Mailman School of Public Health discovered that inner-city kids in New York have some of the highest asthma rates ...
Story:theguardian.com

Oddly sustainable: socking it to city rats - Imagine, if you will, that you are talking to your banker about a loan for your new business. She asks you about the business plan. Straight-faced, you look back at her and smile. "Were going to s...
Story:theguardian.com

3D printing, recycling and will.i.am unite in the Ekocycle Cube - When 3D Systems appointed will.i.am of the Black Eyed Peas its chief creative officer in January, naysayers made it clear they knew little of the entertainers successful run in a similar role: as ...
Story:theguardian.com

Can robots be programmed to be ethical? UK researcher puts Isaac Asimov's Laws to the test - Weve got drones. Weve got self-driving cars. And we have robotic military hardware. But can any of these be programmed to save a human being in a life-or-death situation The late sci-fi author I...
Story:cbc.ca

The Good Shopping Guide » ETHICAL, ALTERNATIVE SKINCARE- Even though the big cosmetics firms love to use the word natural on their products, most skincare creams use man-made chemicals, some of which are potentially toxic. Consumer groups have expresse...
Story:thegoodshoppingguide.com

Is Every Lie ‘a Sin’? Maybe Not - Knowledge@Wharton- Schweitzer: There are really two key ideas that we suggest for implementing some of these findings. One is to change codes of conduct. That is, when we talk about codes of conduct, and we have hone...
Story:knowledge.wharton.upenn.edu

Friday links: sexual assault, NSF preproposals, is lecturing ethical, and more- Jeremy is traveling this week, so Im in charge of the Friday link fest! From Meg: Hope Jahren had a very powerful op-ed in the NYTimes about sciences sexual assault problem. Its a must read. I a...
Story:dynamicecology.wordpress.com

Google & Pentagon See Bigger Role For Robots in Warfare - Top US World News- Susanne Posel Occupy Corporatism December 30, 2013 Since purchasing Boston Dynamics, Google has been at quite an advantage during the Robot Games hosted by DARPA. The purpose of the contest has bee...
Story:occupycorporatism.com

Analysis: Global plan to stop ethics slipping through the net- Seafood supply chains criss-cross the globe, making the policing of business ethics notoriously difficult. A new UK-based initiative hopes to help turn the tide Seafish, a non-departmental public b...
Story:ethicalcorp.com

Sheffield’s independent Yorkshire Food Emporium on localism- Sheffield Unchained joined Humbledinger to talk to the co-owner of Mr Pickles Yorkshire Food Emporium about how the Yorkshire focused business began and why they think local is better.  Watch the ...
Story:sheffieldunchained.co.uk

How to Deal With Tough Ethical Issues When You're Working Abroad- Imagine that youre working as a teacher at a school abroad, and when you meet with the department chair at the end of the semester, she kindly recommends you adjust your students final grades. In...
Story:themuse.com

BACK TO BASICS AT LDF 2014- Artisanal skills and exciting new ethical design brands stood out for me at Tent London and designjunction this week. Clockwise, from top left: Recycled, hand-made glass and hammered brass cups mad...
Story:ellietennant.com

The Emerald Princess Diary: Bubbles Heists David Morrissey and Daryl Hannah - Ethical Hedonist-hedonist.com - Got some news for the Emerald Princess We want to hear from you! Tweet us any upcoming premieres, glamorous parties and swish restaurant openings to @AlisonJaneReid or Email us atethicalhedonistma...
Story:ethical

SoleRebels - Footwear That Will Make You Feel Good In More Ways Than One (Giveaway - 3 WINNERS)- Thank you SoleRebels for providing me with products to review, free of charge, and for sponsoring this giveaway. These are my own honest opinions. Once upon a time, there was a driven and passionat...
Story:emilyreviews.com

A sustainable future is now in reach - The first article I wrote for The Guardian in 1978 explored market opportunities created by the evolving environmental agenda for business. A somewhat unsettling memory, given that 36 years on we a...
Story:theguardian.com

Ethical indices: how do you measure ethics?- 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 While ethical indices can sometimes...
Story:ethicalcorp.com

The Good Shopping Guide » ETHICAL SOFT DRINKS- Sweet, sugary fizzy drinks are loved by children - and more than a few adults too. We all know theyre unhealthy, but how many of us are aware of what actually goes into the average soft drink Add...
Story:thegoodshoppingguide.com

Ethical Questions Continue to Mount on the Wendy Davis Campaign- Just last month, Newby Davis helped float a $201.5 million bond for the Dallas-Fort Worth International Airport and a $319 million bond for the Tarrant Regional Water District, according to the San...
Story:breitbart.com

Technology advertisements that cross ethical, legal lines- Most of us know the car we see on a TV ad wont really jump onto the back of a bus from a high bridge. It is much more difficult to tell fact from fiction, however, in technology advertisements. Wh...
Story:searchitchannel.techtarget.com

Cheat sheet: Corporate responsibility cheat sheet- Companies in the US and UK have wasted about $150-$200bn through unethical and irresponsible behaviour since 2009, according to "conservative estimates by Ecclesiastical Investment Management (EIM...
Story:ethicalcorp.com

Five questions for ... Amy Hargroves of Sprint's sustainability program - Current role: director of corporate responsibility and sustainability at Sprint, the third largest mobile telecom in the US Lives in: Kansas City, Missouri, with her husband Jeff, two children, two...
Story:theguardian.com

VERGE 2014 - Sustainabilitys next tipping point. Interconnected technologies for energy, buildings and transportation enable radical efficiencies and huge opportunities. VERGE reveals these opportunities, brin...
Story:events.greenbiz.com

Ethical droids programmed to save 'humans' end up KILLING more than half of them- If youre nervous about sitting in a self-driving car, then you may have good reason. A recent experiment by UK researchers attempted to find out whether robots would be able to save someone in a l...
Story:dailymail.co.uk

How Does Your Business Score in Ethical Marketing? - Its great to talk about ethical marketing , but how well are we putting it into practice Take the 7 Graces Ethical Marketing Self-Assessment Quiz and find out. When I wrote The 7 Graces of Market...
Story:the7gracesofmarketing.com

Thunderclap: Low Carbon Hub share offer- A note on privacy When you log into Thunderclap using your Twitter, Facebook, or Tumblr account, youre allowing our platform to share a single message on your behalf. Thats all. We use the absolu...
Story:thunderclap.it

Why Should You Hire A Virtual Assistant?- Each and every enterprise should hire a digital assistant if it needs to meet the needs of its customers. In todays world where just about every business company is looking for a aggressive edge, ...
Story:tissuereclamesourt.cu.cc

TMZ's Famous Ray Rice Video Was Edited—Was It Ethical to Publish It? - The Atlantic- The famous video of Ray Rice striking his girlfriend is edited. This isnt a secret. TMZ put it in their original story: "This video is a cleaned up version of the raw surveillance elevator video-t...
Story:theatlantic.com

Peter Singer On The Animal Rights Revolution 4 Decades After He Started It- In 1973, the "New York Review of Books" published a cover essay by Australian philosopher Peter Singer titled "Animal Liberation." It was the first time that phrase appeared in print and the essay ...
Story:thedodo.com

Navigating Privacy and Other Issues for Ethical Storytelling - Marketing and Communications - The Chronicle of Philanthropy- Connecting the nonprofit world with news, jobs, and ideas- I am spearheading a crowdfunding initiative for a mental-health agency. For example, one campaign focused on raising money for a house where young people get their lives back on track after a diagn...
Story:philanthropy.com

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

New York - What's On - Live Music & Shows- So excited to be performing at The Duplex tonight! Apparently there are 4 other transgendered comedians on the show, dont miss it! 7pm #nyc
Story:newyork.schmap.com

How Much Does TMZ Pay For Videos? Scoops And Scandals Fetch Big Bucks, But Ethical Questions Loom- What do Mel Gibson and Donald Sterling have in common Besides being old white men who dont know how to edit themselves in private conversation, theyve both had their lives seriously upended by T...
Story:ibtimes.com

How far can we go with the idea of a circular economy? - live chat - The circular economy (in which things are made to be made again) is much celebrated as an attractive alternative to the "take, make and dispose economy that is pushing dangerously at our planets ...
Story:theguardian.com

Why are consumers willing to spend more money on ethical products? - Medical News Today- What motivates consumers to make ethical choices such as buying clothing not made in a sweat shop, spending more money on fair-trade coffee, and bringing their own bags when they go shopping Accor...
Story:medicalnewstoday.com

Why we buy organic and fair trade: Feelings matter : TreeHugger- Many people visit sites like TreeHugger to learn about environmentally friendly products and design solutions, but new research suggests that ethical consumer choices are motivated by more than jus...
Story:treehugger.com

Pétition - Cruelty Free International is asking ethical shoppers to take the Clean Up Cruelty Pledge and make the switch to compassionate cleaning by using only Leaping Bunny certified cruelty-free household ...
Story:change.org

Small Town With A Dark Secret: Dolphin Slaughter 2014 Begins, First Dolphin Pod Of Hunting Season Killed- There is a small Japanese town with a very dark secret: every year from September to February, the town opens up dolphin hunting season. Nearly one thousand dolphins will meet their demise in this ...
Story:inquisitr.com

Big Data, partnerships will foster tomorrow's sustainable cities- More than half the world population lives in cities, and global urbanization is expected to hit 60 percent by 2030. To put this into perspective, only 30 percent of the world population was urban i...
Story:greenbiz.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