Ethics According to a U.K. study of 1,000 people, 91 percent felt that “the way company behaves towards its customers and communities is influential when making a purchase.”42 Do you share the same belief? Have you ever looked up, for example, a company’s environmental initiatives before making a purchase?

How important is a brand’s ethical behavior to you? Have you ever not purchased a brand because of the ethics of the company behind the brand?