Meeting Customer Expectations as an Ethical Business

Julie Starr • May 3, 2022



In modern society, consumers are savvier than ever. With growing awareness of the damage the planet is facing and increased understanding of the part that a consumerist society plays in this, it has never been more critical for businesses to operate ethically. 

Starting an ethical business should never simply be a marketing ploy to lure customers in under false pretenses. Organizations that greenwash by exaggerating or manipulating claims that they are environmentally friendly will never be able to get away with it forever. Once greenwashing is uncovered, a backlash is likely, as consumers will not take kindly to being misled. So, if you plan to run a business that states it is ethical, it must live up to these promises or risk significant reputational damage. 

Running an ethical business should always be based on a strong desire to do the right thing and protect people and the planet. Setting out to enhance and protect rather than deplete resources is an essential starting point for any ethical business. As well as helping the planet, launching an ethical company also makes good business sense. Consumers are increasingly basing their purchase decisions on the environmental credentials and ethics of a business, as eco-friendly business operations are evolving from their previously niche appeal. As well as attracting customers, an ethical company is also more likely to attract the best employees. While the point of working is to earn money, many people want to work for a company that aligns with their own ethics and feels like they are making a difference. So, operating an ethical business is good news all around.

Ensuring that no area of your business operation is overlooked is vital when trying to run an ethical business. Here are just some ways you can ensure your ethical business meets and exceeds customer expectations so that it does right by the planet and the consumer:

Clear Corporate Social Responsibility Statement

Starting off as you mean to go on is the best way to avoid any oversights when running an ethical business. Setting out your intentions from the very beginning will ensure that everyone in the company clearly understands what is expected and is working towards the same aims. Writing a corporate social responsibility statement is the best way to ensure this happens.

Launching an ethical company can feel like a significant undertaking, and getting your corporate social responsibility statement right can be a lot of pressure. To help you get started, it is a good idea to begin by thinking about the core values and goals at the center of your organization. These points should be the key areas of focus that encapsulate your vision for the organization. Once you have established these key areas, you will be able to move on and begin expanding on these points. Using the United Nation’s 17 Goals for Sustainable Development is a helpful place to get started.

Transparent Business Dealings

 

After working so hard to build an ethical business and establish your brand, you must protect it against possible oversights that could compromise its values. Your company’s reputation is precious, so finding ways to safeguard it is vital. Reputational damage can occur so easily, even when you run an ethical business, so being on the lookout for potential causes is essential. Reputational damage is often caused inadvertently and can be caused by association rather than direct action by your business. Finding out that a supplier or a stockist for your products is not operating ethically can cause you to become guilty by association. To avoid this situation occurring and the damage it could cause to your ethical business’s reputation, you need to ensure that all your business dealings are transparent. Vetting your suppliers and your stockists, along with any other organization that your business is associated with, should help prevent any nasty surprises that could impact your reputation and ethical credibility.


As a part of this, you should ensure that everything to do with money and finances is above board too. If there is anything that seems a little strange or unusual this can mean that people find it much harder to trust you. So everything from budgeting to carrying out an international wire transfer is going to be hugely important here, and you’ll need to make sure you bear that in mind.

 

Exceptional Customer Care

Providing exceptional customer care is essential for the success of all businesses. However, when you run a people-centered ethical business, consumers will expect even higher standards of customer service that are in line with the rest of your business values. The best way to offer exceptional customer care is to focus on communication and a seamless customer journey. Identify potential pain points that your customers could potentially experience when using your services. Seeking to remedy these possible pain points is the best way to ensure that every customer receives the best experience when using your business. 

When it comes to providing the best customer care, you need the right tools to facilitate this. Improving your communication systems so that your staff can work collaboratively to provide the highest level of customer service is essential. Implementing Salesforce phone integration will enable you to use your CRM and join up your business communications to provide a system that equips your team with all they need to deliver the best quality service. With an integrated system in place, you will be able to exceed the expectations of every customer and provide a consistently high level of customer service. 

Fair Treatment of Employees

Showing respect to the community, the planet, and your customers is essential when running an ethical business. But, in addition to this, it is also vital that you treat your employees fairly. Companies with a positive reputation as a good employer are likely to be viewed more favorably by consumers. To enable you to embody your status as an ethical business truly, you need employees to hold the same values and represent your company in the same way. The best way to achieve this is by fulfilling your customers’ expectations and ensuring that every aspect of your business operates ethically. From choosing your suppliers carefully to treating your employees with fairness and respect, many factors go into making a business genuinely ethical. Ensuring that you treat your employees fairly will ensure that they want to carry forward your company values so that your business is not just ethical but exceeds expectations.

The Business Case for Sustainability: Communicating Your Strategy in an Evolving Landscape

By Julie Starr • February 17, 2025
A shifting political landscape can create uncertainty for businesses committed to sustainability, but one thing remains clear: the need for transparency and strategic communication has never been greater. As the federal government moves to roll back environmental and social policies, companies must proactively define their sustainability strategies, ensuring stakeholders—employees, customers, investors, and partners—understand their commitments and the business value they create. The Power of Clear Communication Sustainability is not a trend; it’s an imperative driven by economic, environmental, and social realities. Despite policy shifts, the forces of market demand, global regulation, and risk mitigation continue to push companies forward. To maintain momentum, organizations should : Clarify Their Sustainability Position: Companies must articulate their approach in ways that resonate with stakeholders. Whether reducing emissions, improving supply chain resilience, or advancing diversity, equity, and inclusion (DEI) efforts, leaders should communicate clearly how these strategies align with long-term business success. Leverage Data-Driven Insights: In an era of skepticism, relying on factual, measurable sustainability outcomes strengthens credibility. Stakeholders need more than broad commitments—they need clear, quantifiable impacts. Maintain Focus on Global Markets: While federal policies may change, international regulations and customer expectations continue to favor sustainable business models. Companies operating across borders must ensure their sustainability strategies align with evolving global standards. Staying the Course in a Changing Environment While some companies may feel pressure to scale back sustainability efforts in response to shifting political winds, leading organizations recognize that progress is a long-term game. Now is not the time to retreat but to double down on: Resilient Supply Chains: With new tariffs and policy changes affecting imports, companies should evaluate how sustainability-driven supply chain diversification can reduce risk and enhance efficiency. Operational Decarbonization: The financial and strategic benefits of decarbonization—from renewable energy investments to energy-efficient operations—remain strong, independent of policy shifts. Workforce and Customer Engagement: Employees and consumers increasingly expect businesses to uphold their values. Companies that maintain commitments to social responsibility and environmental impact will strengthen brand loyalty and attract top talent. Sustainability leadership is about more than responding to regulatory shifts—it’s about defining the future. Companies that stay the course, communicate effectively, and align their sustainability strategies with business objectives will be the ones that thrive in the years ahead.

Connecting the Dots: Air Quality, Climate Messaging, and Stakeholder Engagement

By Julie Starr • February 7, 2025
I n a world increasingly affected by environmental change, it’s critical to recognize the everyday impacts of air pollution beyond the commonly cited respiratory and cardiovascular risks. A recent study, published in Nature Communications , reveals that even short-term exposure to air pollution can impair cognitive function, affecting focus, emotional recognition, and task performance. This groundbreaking research underscores the urgent need for effective climate communication and stakeholder engagement to address air quality issues. At Taiga Company, we specialize in climate-focused stakeholder engagement, helping organizations bridge the gap between scientific findings and actionable change. Our services provide a crucial platform for educating stakeholders—including businesses, policymakers, and communities—on the dangers of air pollution and the strategic steps needed to mitigate its effects.  The Link Between Air Quality and Cognitive Function The study found that exposure to high concentrations of particulate matter, even for just an hour, reduced participants' ability to maintain focus, process emotions accurately, and avoid distractions. Such cognitive impairments can have profound implications in workplace productivity, education, and public safety. For instance, employees working in environments with poor air quality may experience diminished concentration, leading to decreased efficiency and increased errors. Similarly, students exposed to air pollution may struggle with academic performance due to impaired attention and emotional regulation. These insights reinforce the idea that air pollution is not just an environmental concern but a societal and economic one, requiring a holistic approach to policy, corporate responsibility, and community engagement. The Role of Climate Messaging in Air Quality Awareness Despite overwhelming scientific evidence, public awareness of air pollution’s cognitive and behavioral impacts remains limited. This is where strategic climate messaging becomes essential. Effective communication can: Translate complex scientific research into accessible, actionable insights for diverse audiences. Drive policy advocacy by equipping decision-makers with data-backed arguments for stricter air quality regulations. Encourage behavioral change among businesses and individuals by highlighting solutions, such as cleaner transportation, sustainable energy sources, and indoor air quality improvements. However, simply disseminating information is not enough. Stakeholder engagement ensures that communities, businesses, and policymakers are not just informed but also motivated and equipped to take action. Moving Forward: A Collective Responsibility The study’s findings make one thing clear: air pollution is not just an environmental issue—it’s a cognitive and social issue with wide-reaching consequences. As we navigate an increasingly complex climate landscape, it’s crucial to integrate air quality concerns into broader discussions on sustainability, health, and productivity. At Taiga Company, we believe that effective stakeholder engagement is the key to transforming awareness into action. By educating businesses, policymakers, and communities, we can drive the changes necessary to create a healthier, more sustainable future for all. To learn more about how Taiga Company can help your organization develop impactful climate communication and stakeholder engagement strategies, contact us today.
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