Our Strategy
Bridging the gap between conscious consumers
and the trusted information they need.
Theory of Change
We know that consumers want to align their spending with their values.
By harnessing this purchasing power, a paradigm shift is created where retailers respond by sourcing ethical products as standard practice.
This ripples back through global supply chains, rewarding workers with prosperity, freedom, and agency, free from exploitation.
Evidence of Demand
Research demonstrates a proven shift in consumer consciousness.
Demand and regulatory shifts—such as modern slavery legislation—are already actively reshaping the global market.
Journal of Marketing Management
Ethical claims and labelling: An analysis of consumers’ beliefs and choice behaviours
Read Article ↗The Solution: 2D Barcodes
We have identified a game-changing opportunity to bridge the gap between consumer demand and product data transparency.
A Gateway to Integrity
GS1 is transitioning to next-generation 2D digital barcodes. Accessed via smartphone, these act as active digital gateways to information about the physical product.
Unlike traditional linear barcodes, 2D codes allow brands to provide supply chain updates linked to standardised Link Types.
The Missing Link
An Ethics Link Type is currently missing from GS1 standards.
The Ethical Transparency Alliance is lobbying GS1 Global to create this dedicated type, ensuring the human story behind every product is finally visible and verifiable.
Which GS1 Digital Link is currently not available?
A single scan can connect consumers to the heart of your brand through real-time data and transparency.
Product Data
Ingredients • Allergens • Specifications • Expiry Date
Traceability & Origin
Batch Number • Expiry Date • Harvest Location • Track & Trace
Sustainability
Recycling Info • Compliance • Local Requirements • Refill Locations
Engagement
Seasonal Offers • Competitions • Leave a Review • Sign Up
Digital Support
Assembly Tips • Usage Guides • Online Videos • Support
Ethical Proof
Fair Labour • Equality • Community Support • Transparency • No Harm
By securing an Ethics Link Type, we can enable:
Universal Conduit
An easy-to-use, trusted, consistent framework that makes ethical credentials known and accessible everywhere, with global impact.
Business Advantage
Ethical brands are able to showcase their ethical credentials in real time, creating a competitive edge that other businesses will have to follow.
Verified Trust
Consumer access to verified supply chain transparency data, connecting and creating fairer economic relationships between consumers and producers.
Systemic Change
Mainstreaming ethical consumption, reducing exploitation, improving livelihoods and empowering workers to thrive and prosper.