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  • 65% of Brits want brands to do good
  • 65% of Brits want brands to do good
    Yelp Inc, Creative Commons (2014) ©

What does ‘ethical’ mean to you?

Whether they’re after free range eggs or fair trade fashion, 65% of Brits want brands to do good. But putting these beliefs into practice is no small feat; just 11% exclusively buy from ethical brands. Canvas8 sat down with 20 British men and women to find out what being ethical means to them.

Location United Kingdom

From the collapse of high street chain BHS to the news of Apple’s ‘sweetheart’ tax deal with Ireland, the unethical acts of businesses have been making headlines throughout 2016. [1][2] It’s now clear that consumers aren’t just after a product. People are placing honesty at the top of their shopping list, but with trust in short supply – just 3% of people in Britain, Sweden, Italy and Spain believe businesses are ‘very honest and transparent’ – being a truly ethical consumer is no small feat. [3][4]

It’s an uphill struggle ...



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    Why are big brands bothering with vegans?

    Seitan and Fabanaise – that’s ‘wheat meat’ and mayonnaise made with chickpea water – might not have reached the shelves of the average Tesco yet, but veganism is infiltrating the mainstream. How can companies step up to meet the needs of more than half a million Brits who are vegan?

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    Can fast fashion be fair trade?

    The collapse of Rana Plaza in 2013 exposed the painful human cost of fast fashion, compelling many retailers to change factory policies. Some entrepreneurs have seen a gap in the market for feel-good garb, but does ethical clothing represent as large an opportunity as some in the industry claim?

  • Ethical labels are confusing beauty consumers

    Ethical labels are confusing beauty consumers

    As ethical terms like 'organic' and 'Fairtrade' increasingly make their way into cosmetics and make-up, how many ethical labels is too many? With European consumers already confused by such labels, slapping more of them on tubes and bottles is creating greater uncertainty.

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    Why brands shouldn't talk about values

    Over the last decade, brands have made a real effort to ‘go green’ – and they expect a positive response. But a study by Yale suggests that people are actually less likely to buy if the environmental benefit seems intentional. So how should a brand demonstrate its green credentials?