Brands with a conscience

A list that rewards brands’ ethics has been announced to start 2008 with a moral glow. Eight organisations have been recognised for their CSR policies and practices. The Medinge Group, an international think-tank on branding and business, has unveiled its fifth annual Brands with a Conscience list. The aim of the awards is to challenge the belief that profit comes before everything.

The winners:

Dame Anita Roddick, founder of the Body Shop, has been posthumously awarded for her lifelong contribution to business. The judging committee highlighted her commitment to the environment, corporate social responsibility and her support for Fair Trade.

Pret a Manger has made the list for its all-round ethical approach to business. The Medinge Group has praised the firm’s friendly working environment and its policies such as giving leftovers to the homeless.

Fashion retailer, Hennes & Mauritz (H&M), has been given an accolade for taking a leading position in big issues such as sustainability and ethical production.

Body and hair care brand, Aveda, has been singled out for its approach to business, in particular its commitment to the environment. Its mission statement written by founder, Horst M Rechelbacher, states: ‘We strive to set an example for environmental leadership and responsibility – not just in the world of beauty, but around the world.’

Luxury brand, International Watch Company, has been commended for its CSR initiatives, especially its strong social and ecological policies. The firm is cutting carbon dioxide emissions by at least 50 per cent, and is certified as a climate-neutral business.

Slave-free chocolate brand, Chocolonely, is a winner for proving you can sell chocolate that is not produced under slave conditions. Tony van de Kaukan set up the company in the Netherlands after researching the cocoa industry, and uncovering widespread exploitation.

Happy Computers, an IT training company mainly operating for the not-for-profit sector, has been singled out for its fair approach to business.

Star School has taken the Colin Morley Award for Excellence by an NGO. The school works with 40,000 students in Zululand and South Africa. This award was added last year in remembrance of Colin Morley, a member of The Medinge Group who perished in the London Underground bombings on July 7, 2005.