What does ‘ethical’ mean to you?
REPORT
14 Oct 2016
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.

Hannah Elderfield

Hannah Elderfield is an associate insight director at Canvas8. With a background in psychology, she’s advised global brands from Nike and Instagram to Perrier Jouet and the British Government. She also leads the Science Of series on the Library, translating advancements from the academic world into actionable insights for members.