When was the last time you asked your customers what they truly want to know about your business? Perhaps one of their questions might surprise you. Does your business trade ethically?
Therein lies the rub. The general public, businesses you trade with, councils, even government departments increasingly want to know that the businesses they buy from, or deal with, are more than just complying with the law.
They want to know if you're trading ethically — if you're conscious of the impact your operations are having on people and the environment.
Katherine Dewar, ethical marketing specialist and managing director of B-Corp certified GoodSense, reminds us that marketing is about more than just promotion; it's also about the product or service itself — is it priced fairly, do the right people get paid, how do you ship and sell products, and how do you promote them?
