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Learning from the leaders

In this article, ethical brand consultant Sarah Greenaway recommends to look to the business leaders to help inform your own brand purpose.
© Mysource Ltd
Look at the organisations that you admire and whose values and standards you aspire to. They might be an organisation in your own industry or a different industry – the learnings can be equally valid. Below are some questions you should consider.

1. How do the leaders embed ethical / sustainability values into their business?

Where do you see evidence of their values? Does it seem like they have some sort of a sustainability / social responsibility policy or roadmap? Or do they seem to be embracing more of a culture of ethics and sustainability?

2. How do the leaders communicate their values?

Which values are most evident? How do they present these? What kind of language and images are used? Are the business values all apparent to customers or just some?

3. Are there any cracks?

Do their values permeate everything they do or are they just a set of words in a mission statement? Do you see any lack of consistency or authenticity? Where might their business get caught out for lack of ethics or commitment to sustainability?
© Mysource Ltd
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