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How to create a genuinely ethical brand

The number of brands describing themselves as ethical or sustainable is growing, alongside the proportion of consumers that prioritise ethics and sustainability when choosing to buy from a brand – but how can a brand ensure it is genuinely ethical? Gus Bartholomew investigates …
With terms like sustainable, conscious, responsible, transparent and organic often being used interchangeably, it can be confusing to know which term is right – but ethical practice looks different for every brand.

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