Ethical positioning

In branding, ethical positioning involves aligning a company’s values, operations, and communications with the principles of ethical conduct and social responsibility. The goal is to positively impact society and the environment, attract like-minded customers, employees, and other stakeholders, while steering the brand narrative and enhancing the brand’s purpose. Consider the haute couture brand Vivienne Westwood: it is committed to minimizing textile waste right from the design stage by employing innovative, low-waste pattern cutting techniques.