Fairbrand is an ethical research and consulting firm that works with clients to apply trend analysis and help improve their businesses in an ethical manner. They presented their views on how some companies like Nike, Toms, Ecover, and Howies are approaching ethics and sustainability in different ways, either through their products, business models, or openness. They believe Nike's "Considered" approach should be a more overarching philosophy across their whole product range and visible to average consumers, rather than just another product line.

1. More Considerations

8. Since then

16. Toms shoes

17. Toms shoes Ethical materials are a no brainer. The business model is ethical. But he started with a clean slate.

18. Ecover

19. Ecover Their product used to lag behind their beliefs. They’ve made an effort to be less ethical. This has made them more marketable.

20. Howies

21. Howies They want people to buy one thing, once. Their products are good. Their philosophy is great. They make mistakes in the open. They learn.

25. Nike cobbler Let’s be honest – you want people to buy more than one pair of sneakers from you. But in the old days people only bought what they needed. Not what they wanted. We’ll stand by what we said last time: You have the power to make stuff fashionable. I want Nike’s but want to know that they can be fixed if needed.