I'm looking forward to the next issue of Creative Review, it's going to be about ethics and is guest editied by mother. There's a preview here.
Ethics are big these days, everyones got them. I don't know whether it's just me but it seemed to be five years ago only howies, innocent and the co-operative bank had ethics (plus charities and a few small hippy companies). Now it's in the main navigation on the PG Tips website. Must be big.
I think at some point there will need to be some kind of measure of what is good ethics though, if you know what I mean. At the minute it seems a bit of a yes/no on/off answer. You've either got ethics in your main nav or corporate literature or not. No one really questions it any further.
For example I saw PG Tips had an ethics bit and thought ah good they're ethical, now I'll group them in with everyone else I thinks ethical. I've no idea how ethical they are in fact however. They could just recycle their waste paper in their London HQ and that's their lot. For further example innocent and howies give 10% of their profit to charity to tick our ethics, someone else could give 0.1% and still get to drop the e word in their text and join the gang.
It's becoming increasingly clear that ethics are going to start influencing peoples spending habits hence economics, hence politics, so it would probably be best that we all knew what the hell is ethical in the first place.
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