5 tips for Making Your Company more Ethically Focussed

When it comes to being ethical in business, many companies may choose to make money or improve their margins over what might be considered the ‘right’ choice. But the truth is, in a dog-eat-dog world where competition is fierce, consumers are starting to look for honesty and integrity in a company. They want companies who care, and are being choosier about who they shop with. Companies should really take this on board and focus on their ethical efforts in their business plans.

Take the supermarkets for example – those people who are passionate about reducing land waste may choose to shop with a supermarket that has cut out the sale of 5p bags completely rather than one that still gives them away. And it is an easy choice for the consumer – it doesn’t impact much on them, they simply switch stores. But for the company, it means a lot to lose customers because it is far more difficult to ever win them back again.

So, here we look at 5 tips you could employ in your company. Start small and get bigger, and create a plan for the year ahead, to fully take advantage of your ethical plan:

Tip #1 – Always be open and honest

If you are honest and truthful in all your dealings, and do not deliberately deceive your customers or suppliers, you’ll get further and you’ll be working more ethically. Be open on all forms of marketing, websites, business plans and so on. Integrity is important to people – do not sacrifice principle for expediency.

Tip #2 – Get people who know about ethics on board

If you want to work ethically but are not sure how, employ people or use consultancy services so you can get some solid advice. Use this person as the face of your business, if you think consumers would identify or know this person. Bigger brands do this. As Startups suggests, many brands now include prominent ethical icons – Top shop has activist Katharine Hamnett on board. Customers acknowledge this and link her name to the face of the brand. The brand therefore comes across as more ethically minded and focussed and more people may want to shop there as a result.

Tip #3 – Don’t think it’s above you

It’s not just bigger brands that get ethical. Smaller businesses are finding it more and more important to stand out from the crowd by being ethical. Take for example Fruitful Office, an office fruit delivery service. They regularly update their website with the latest on their tree planting initiative. Their focus is in North Malawi and their latest update sees 1,600,000 tree tubes have been filled for growing trees. They also make it personal by talking about one of their commercial farmers, Mr Msiska, who has raised 112,000 tree seedlings and is employing 20 people – which is creating job opportunities for local people. These are big moves which people like to hear about. The company, although smaller than the likes of global brands like Topshop, is still doing its bit.

Tip #4 – Tell people about it

People won’t know about your work or your commitment to XYZ if you don’t tell people about it. Like Fruitful Office, blog about your ethical works and make a point of including it in marketing materials. Otherwise, how will people know what you’re doing? If you are exhibiting at an event, have posters up with details of your ethical work on. Think carefully about where your business advertises too – and if you go to trade fares, make sure you research that they are the right ones for your business. If you work with another company or supplier, do their ethics match with yours? If so, promote that partnership and show consumers what you’re doing.

Tip #5 – Start from within

Make sure your company is ethical in all matters, including recruitment and HR proceedings. By treating your employees properly, they will respect your business more, stay with your company longer, and be able to promote your ethical message much more clearly – and with real conviction. If your employee doesn’t think you really do care about people and that your ethical moves are just all for show, this will soon shine through. So, start from within. Ask for employee suggestions. Maybe there is a local charity football match which you could sponsor – maybe an employee has a school fate which you could help out act. Fruitful Office, for instance, recently sponsored the British Transplant Games, a flagship event of Transplant Sport. These small acts of kindness go a long way in the business world and all add up, representing your brand in the best possible light.