I get a little sick of businesses claiming that they are “ethical” as their selling point.

It seems to me to imply that all their other competitors are less than upfront and decent or not quite up to their Sir Bob standard.

And more dangerous for them, they have to scrupulously and comprehensively establish and maintain standards that meet their self-imposed Persil white credentials.

One company that seems to have failed the test is the self styled “ethical” fish restaurant chain Loch Fyne.  Allegedly it does not even pay the minimum wage, but makes up for the shortfall through tips.

It is actually legal but ethical, many would say not.

Such corporate self congratulation starts to work against it:

“(Loch Fyne) is an enterprise with respect for animals, people and ecology”.

“In everything we do, be it building a new restaurant, hiring staff or cooking the food we take huge pride in doing it to the best standard possible.”

If you are ethical describe your actions.  If you act ethically you do not need to say it, it  is there to see.

Let’s get “back to basics,” if you say you are morally and professionally superior you had better prove it or be prepared to head for a fall.

Anyway using the term “ethical” strikes me as a bit jaded  if nothing else.

Tags: branding, ethical, messaging

This entry was posted on Monday, July 28th, 2008 at 5:01 pm and is filed under messaging. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.