We think it is important for organisations to recognise their real purpose on this planet. The world is hurting and so for us, being an ethical brand is simply about using our resources to provide a service that is inclusive and accessible to our local community as well as to help the poor and down-trodden and to act in concert with others who are similarly minded. It is alsoabout our people and our organisation being more mindful and taking more responsibility for the consequences, or outcomes associated with our activities. Because we care.