The Ethical Business Guide: Introduction

BLUE ROCKET AND THE GOOD FOLK PRESENT
THE ETHICAL BUSINESS GUIDE

INTRODUCTION

THE GLOBAL RECESSION HAS MEANT THAT TRADITIONAL BUSINESS PRACTICES ARE INCREASINGLY BEING BROUGHT INTO QUESTION. AS A DIRECT RESULT, MORE PEOPLE AND ORGANISATIONS ARE REALISING THE VALUE OF PROCURING SERVICES FROM ETHICAL BUSINESSES. BUT WHY IS THIS AND WHAT IS AN ETHICAL BUSINESS ANYWAY?

Perceived trustworthiness is a large part of ethical businesses’ popularity because in times of economic instability people look to organisations that feel like ‘a safer pair of hands’. They are more likely to be big on high levels of customer service and service levels in general which helps customers feel valued and trusted. They also offer positive social impact and take a ‘more than profit approach’ to their work, which means that they are not purely driven by their bottom line.

This doesn’t mean to say that ethical businesses aren’t profitable, far from it in fact as adopting a more ethically minded approach is increasingly good for business; it’s just a more considered way of working that is now more sustainable for the future than traditional business practices.

A genuinely ethical business can come in many different shapes and sizes – what sets them apart is the way their ethical focus underpins everything they do. It is also reflected in the way they talk about their work. The public has become weary of grand claims, which can, when investigated further, amount to little more than fancy marketing. So it is essential that any claims a company makes can stand the test of time.

This guide aims to provide clear guidance on starting that process, whether through the development of a comprehensive ethical policy or simply by changing key suppliers.

Any business can become more ethical irrelevant of the industry sector, its size or any other characteristics. The end goal is to create a company that not only contributes more to society but also enhances competitiveness, helps to build greater trust in your brand and means your business is better prepared for the future.

I hope you enjoy reading the various articles contained within this guide and that you feel inspired and motivated to make small changes that can add up to great things.

KIM STODDART
BLUE ROCKET AND GREEN ROCKET
Kim Stoddart is a serial social entrepreneur and founder of Blue Rocket Group Ltd and Green Rocket Media C.I.C, well respected ethical PR companies. For more information visit www.bluerocketgroup.com and www.greenrocketgroup.com

© BLUE ROCKET AND THE GOOD FOLK 2009