Stage One Report - Confronting Contradictions - NTU FMB - Year Three by dominiqueyearby

Confronting Contradictions

Can one truly be ethical without compromise?

Ethics Clause:

I confirm this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

Signed:

Dominique Yearby

Date:

23/01/2020

1. Introduction 7. 1.1 Introduction 9. 1.2 Aims 9. 1.3 Objectives

2. Literature Review 11, 2.1 11. 2.2 12. 2.3 13. 2.4 14. 2.5 15. 16. 17. 18. 19. 2.6

Introduction Ethics in context The Rise of Ethics The Attitude Behaviour Gap Contradictory Behaviour 2.5.1 contradictions in politics 2.5.2 Contradictions in Medical Advancements 2.5.3 Contradictions in the Media 2.5.4 Contradictions in Activism The Research Gap

21, 3.1 22. 3.2 23. 3.3 24. 3.4 24. 25. 26. 26. 27. 27. 28. 30. 3.5

Overview The Sample Secondary Research Primary Research 3.5.1 Consumer Profiles 3.5.2 Focus Group 3.5.3 Consumer Interviews 3.5.4 Consumer Observations 3.5.5 Photo-Semiotic Focus Group 3.5.6 Ethic-o-meter 3.5.7 Industry Insights Limitations

3. Methodology

4. Discussion

32. 4.1 Chapter one: Attitude 32. 4.1.1 Measuring Care 34. 4.1.2 Rose Tinted Glasses 36. 4.1.3 Honest Reflections 38. 4.1.4 Key Insights 40. 4.2 Chapter two: Actions 40. 4.2.1 Practice What You Preach 42. 4.2.2 Contradictions 44. 4.2.3 Life Compromises 45. 4.2.4 Key Insights 46. 4.3 Chapter three: Environment 46. 4.3.1 Brands Doing It Right 48. 4.3.2 You Are What You Shop, Missguided: An Unethical Case Study 49. 4.3.3 Key Insights

Contents

6. Conclusion 51, 6.1 Critical Reflections 52. 6.2 Recommendations 53. 3.5.1 New Voting Rules 54. 3.5.2 State Your Values 55. 3.5.3 Unethical, Uncool 56. 6.3 Conclusions

7. References 58. 7.1 References 62. 7.2 Bibliography 70. 7.3 Image References 78. 7.4 Figure References 80. 7.5 Appendix 80. 7.5.1 Blank Consumer Profile Questions 81. 7.5.2 Consumer Profile Interviews 84. 7.5.3 Consumer Profiles 89. 7.5.4 Focus Group Transcript 101. 7.5.5 Focus Group Resources 102. 7.5.6 Focus Group Completed Resources 104. 7.5.7 Blank Interview Questions 106. 7.5.8 Interview Answers 114. 7.5.9 Consumer Observations 118. 7.5.10 Photo-Semiotic Slides 120. 7.5.11 Photo-Semiotic Transcript 128. 7.5.12 Ethic-o-meter Resources 129. 7.5.13 Ethic-o-meter Results 134. 7.5.14 Industry Insights 140. 7.5.15 Consent Forms 151. 7.5.16 Gantt Chart 154. 7.5.17 PESTLE 156. 7.5.18 Scenario Planning 158. 7.5.19 Networking Table

Introduction 8.

1.1 Introduction Weâ&#x20AC;&#x2122;re facing an ethics revolution, where do your morals lie? Ethics is an evolving principle integrated into society. Ethics trace back to historic times where philosophers expressed the ideal surrounding achieving virtue and justifying life decisions. Without ethics civilisation risks existing in a complicated realm, where individuals have no accountability or awareness about their actions. Our current ethical framework however is perceived as no longer fit for purpose; it is not accommodating to all, morally correct and individuals are disgruntled. With Millennials and Generation Z engaging in societal, political and environmental issues, the voice of ethics is transforming. Society is pressing businesses and organisations to change and to make ethically correct decisions. However, individualsâ&#x20AC;&#x2122; behaviours and attitudes do not reflect their consciousness and caring attitude. Rather than being morally

aligned, individuals are constantly compromising and contradicting their personal values. Now, society has reached a point where ethics is too difficult to define due to its constant evolution. In addition, there is uncertainty surrounding whether these strong moral codes are fit for this new ethical era. Crucial conclusions have been deliberated through extensive primary and secondary research. The succeeding report will investigate the change in consumer consciousness and Millennials and Generation Zâ&#x20AC;&#x2122;s attitudes. In addition, there will be an emphasis on ethical contradictions, why they arise and the subsequent moral compromises. Furthermore, a detailed analysis of the future of ethics will be explored and a set of recommendations will be advised to address the altering ethical landscape.

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1.2 Aims The aim of this research is to investigate Generation Z and Millennialâ&#x20AC;&#x2122;s ethical contradictions. Furthermore, the research will seek to understand the compromises made by an ethical person in contemporary society. .

1.3 Objectives 1) 2) 3) 4) 5) 6) 7) 8)

To define what being ethical means to people today To assess the characteristics and desires of an ethical person To understand how ethics challenges perceptions on current notions To recognise why ethics has become important in recent years To investigate brands responses to consumers changing moral compasses To evaluate how much consumers actually care To understand why people, choose to live unethically To identify the consequences of complacencies in organisations

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Literature Review

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2.1 Introduction To underpin the forthcoming research investigation on modern ethics, a selective literature review has been completed to collect and synthesise research and to identify areas for further research (Baumeister & Leary, 1997). Ethics are constantly evolving to reflect current affairs; therefore, research is required in order to maintain relevance. The literature review will balance notable theories and studies, which consider previous mindsets and actions, and the core themes will be addressed and analysed to assess their impacts. This will uncover the research gap and the consequent opportunities (Snyder, 2019).

2.2 Ethics in Context Understanding ethics is fundamental to comprehend the impact it has on behaviours within society. According to Swaidan (2012, p202), ethics is “the study of what constitutes right or wrong conduct in consumer behaviour”. However, what is right or wrong can be debated at length as it differs for each individual. Palazzo, Krings, and Hoffrage (2012) state that ethical models suspect decision making is rational and the final decision considers moral consequences. Thaler (2009) criticises this arguing it is not always conscious minds that makes choices but often spontaneous reactions. This demonstrates that although individuals have moral viewpoints, actions may not reflect these ideals which is done consciously and sub-consciously. Despite humanity not directly considering ethics, a level of morality is crucial for society to run smoothly. Ethics enables the “social cohesion” of society (Enderle, 2018, p619) thus ethics in turn aids greater inclusion, engagement, and social flexibility. 13.

2.3 The Rise of Ethics Modern consumers are thought to care more about ethics (Wiederhold and Martinez, 2018) as Menéndez-Viso (2009) explains ethical behaviour has transformed from a threatening entity in ancient time, to an aspiration for brands and consumers. Increasing awareness and consciousness whilst challenging previous contentious issues has made ethics a global priority. Carlile (2018) describes ethical consumptions impact on the market; the UK spending over £83 billion on ethical products in 2018. Tallontire, Rentsendorj and Blowfield (2001) support that increasing consciousness has impacted consumer spending, as customers align their consumption with their ethical values. This “ethics era”, discussed by Smith (1995, p85), has shifted expectations and has forced brands to think empathetically or they risk losing customers. Consumers are spending ethically because they want to feel morally good about their purchases and are guided by their moral compass (Pillot, 2018). The challenge is whether this raised conscience is genuinely motivated. It could be suggested that consumer’s increased ethical views are due to feeling obligated to do what is morally right or it could impact their identity. Bray, Johns and Kilburn (2011) explore this as individuals want to be seen to make the right actions for the right reasons. 14.

Fetter (1907) advocated that consumption determines the shape of industry. Shifting consumer values have challenged businesses, leading them to change how they operate. Despite predictions on consumer demands being increasingly ethical, intentions are not turning into green purchasing behaviour (Wiederhold and Martinez, 2018). This demonstrates that although awareness is increasing, it is not directly translating into actions. While Harrison, Newholm and Shaw (2005) claim consumers who ignore ethical issues will be unsuccessful in achieving social and political goals. Carrington, Zwick and Neville (2016) argue society will never achieve an ethical fairytale despite an increase in ethical behaviour. They conclude even if everyone operates morally there will be lapses of judgement. This concludes that despite individual’s best efforts, it is inevitable that ethical conflicts will arise, ethics must therefore be regularly reconsidered to relate and support current notions.

2.4 The Attitude Behaviour Gap Signori and Forno (2016) found despite consumer perceptions and awareness towards ethical issues changing the correlation between change in consumption and attitudes has been minor. The inconsistency between how consumers say they act compared to how they behave is defined as the “attitude behaviour gap” (Papaoikonomou, Ryan and Ginieis, 2011, p77). A detailed study conducted by Cowe and Williams (2000) demonstrated the gap between intent and behaviour reporting that despite almost a third of candidates having the intention to buy ethical products, only 3% will purchase them. This shows that consumer’s actions contradict concerns. Carrington, Neville and Whitwell (2010, p141) explained consumers do not “walk their talk” when making ethical decisions. Being ethical may not be the top priority in purchasing decisions or in life.

Moral Maturity

Gender

Aff luence

Education Level

Consumers are conscious of current ethical challenges; however other factors influence decision making so they will ignore beliefs out of convenience. The Conceptual Framework (fig 1), presented by Bray, Johns and Kilburn (2011), displays how personal attributes and external market influences can skew purchasing decisions. This highlighted the process consumers overcome to live ethically, and how some factors are beyond their control. Consumers are stuck between behaving ethically and achieving other core needs such as belonging, self-esteem and social acceptance which can contradict their moral standpoint (Lundblad and Davies, 2015).

Beliefs

Limited Availability Too Many Marketing Messages Inertia Consumer Scepticism Price Quality Effort

Confidence

Age

Locus of Control

Impeding Factors

Purchase Deciscion

Fig 1: The Conceptual Framework of Factors Potenially Impeding Ethical Consumption (Bray, Johns and Kilburn, 2011)

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2.5 Contradictory Behaviour Human contradictions cannot be avoided. Despite individuals claiming to be committed to causes, there are often paradoxes. Berliner (2017, p45) suggests that entities are â&#x20AC;&#x153;structurally made of contradictionsâ&#x20AC;?. Additionally, he states contradictory moments are commonly a reflex to social circumstances. This postulates that contradictions are raw reactions to situations, humans do not realise their actions can subliminally impact their beliefs. Personal principles may contradict one another. Professor John Dawson (in KPMG and Synovate, 2007) outlines how concerns do not always work in cohesion. Despite good intentions there may be conflict in achieving goals. Moreover, ethical viewpoints may challenge one another and lead to discord. Contradicting perspectives sometimes do however create balanced solutions to address rising concerns.

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2.5.1 Contradictions in Politics

Aristotle emphasised the significance of politics to achieve a fulfilled life (Lord, 1981), yet government policies cannot accommodate everyoneâ&#x20AC;&#x2122;s needs. Political Scientist and Theorist Harold Laswell (1936), expressed politics as being about who gets what, when and how, reflecting politics being interchangeable with power. Politics is congested with contradictions. The distribution of power must be carefully considered to generate positive changes (Green, 2016). Nevertheless, history exhibits how corrupt leaders have been placed in authoritative positions causing irreversible damage on communities (Taliaferro, 2004; Rose and Miller, 1992). This demonstrates the dangers and severity if political power is placed in the wrong hands, alongside how

entities values can be manipulated during adversities which may lead to a dangerous political landscape. Politicians are expected to oversee societal problems in an ethical fashion, governments however must react rapidly to prevailing matters (Thaler, 2009). Although, politicians do not always fulfil their roles and intentions can be clouded, shockwaves, like natural disasters, may lead to swift changes that needed to be implemented in a timely way (Klein and Spencer, 2008). This contradicts politiciansâ&#x20AC;&#x2122; purpose, as they are meant to consider the interest of society and instead, they are operating reactively.

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2.5.2 Contradictions in Medical Advancements Advancements present hope to those in need but cannot always fulfil their promise (Deyo, 2005). Research into consumers expectations show a greater confidence towards treatments and a greater entitlement to care (Laferton et al, 2017). Mello and Brennan (2001) discuss beliefs that doctors continually act in patientsâ&#x20AC;&#x2122; best interest, however doctors balance politics, safety and emotions with costs. These considerations seemingly contradict the ethics of medical science for acting for the greater good.

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Another contradiction is people regularly abuse their bodies and then demand the resulting treatment. Individuals have become reliant on medicine or surgeries rather than personal responsibility. Additionally, advances risk crossing ethical lines leading to complications on civilisation. Artist Agi Haines (2019) depicts potential body enhancements on babies allowing them to cope with environmental and other challenges of the future. The designs illustrate the cost of progressions and the long-lasting impact on humanity. The implications of advancements are that issues need to be debated to decide who does and does not receive the benefits of change.

2.5.3 Contradictions in the Media Media shapes our understanding of the environment we occupy (Berry, 2016). Media ethics encompasses the right and wrong doings by journalists and others within the industry (Gordon et al, 2012). Journalism has increasingly become a grey area where consumers do not trust outlets due to â&#x20AC;&#x153;fakeâ&#x20AC;? news stories (McQuail, 2013; Lewis, 2019). This has led to ambiguity of what to believe, dissolving the purpose of the media as it is now seen as unreliable. As a result of increased consumer consciousness, consumers are viewing journalism as distasteful, unreliable and unnecessary.

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2.5.4 Contradictions in Activism Moola (2004, p39) described activism as the â&#x20AC;&#x153;involvement in action to bring around changeâ&#x20AC;?, the current environment has led to a rise in activism from Generation Z and Millennials. Despite the growth of youth activists, their impact on creating changes and whether it is the best method is unknown (Maynard, 2019). Brands have disingenuously responded to the upsurge in activism pushing products appropriating activism culture. The oversaturated market has been exploited by their profit driven approach using social change to pander to customers and commonly their claims contradict their own unethical operations. 20.

2.6 The Research Gap The literature review exposed analysis of ethics, ethical decisions, the attitude behaviour gap, contradictions and the rationale for judgements. A review was necessary to understand ethics from academic viewpoints it is apparent there is limited information on living ethically without compromise and negligible evaluation of ethical characteristics. Furthermore, it is unknown if it is really possible to be ethical in modern society. This will be explored in primary research analysing the contemporary meaning of ethics.

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Methodology

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3.1 Overview To provide a considered and versatile study of ethics, primary and secondary research has been completed. The research enabled a greater understanding of ethics, analysis of perceptions, consequent behaviours and brands reactions to consumers’ consciousness. A comprehensive literature review was undertaken to gain awareness on past research and theories. Overall, these in-depth mixed research methods, each having a specific purpose or objective, gave validation to the key insights

which created a “complete picture” not possible from a single source (Bryman, Becker and Sempik, 2008, p264). This allowed limitations to be considered and overcome (EasterbySmith, Thorpe and Jackson 2012) and supported Saunders, Lewis and Thornhill (2009, p130) theory that “a well-thought-out and consistent set of assumptions will constitute a credible research philosophy, which will underpin your methodological choice, research strategy and data collection techniques and analysis procedures”.

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3.2 The Sample A reoccurring discovery in research was that Millennials and Generation Z care about ethical issues, with both generational groups sharing pessimistic outlooks. These groups have ceased consumption of brands as a direct consequence of their societal impact (Deloitte, 2019) yet cases nevertheless demonstrate ongoing ignorance towards ethical issues. The primary research therefore considered the ethical contradictions in Millennials and Generation Zâ&#x20AC;&#x2122;s behavior. The age range examined was eighteen to late thirties these age groups being recognised as socially engaged and 24.

having great influence politically and economically. This therefore provided direct engagement with those consumersâ&#x20AC;&#x2122; current ethical conversations whose opinions could potentially transform the global landscape. Both genders were included to gain an understanding of the general consensus on ethical issues. The gender proportion was slightly uneven, with more females being open and available to participate in research. Participants were chosen through various methods, including networking, social media, recommendations and word of mouth.

3.3 Secondary Research A significant exploration of secondary research was indispensable to recognise the importance of ethics and to understand how ethics challenges notions. Existing research surrounding ethics were therefore assessed and key themes explored in-depth. The notable sources comprised of established books, articles, reports and peerreviewed journals, this assisted a detailed understanding of ethics, related debates, statistics and studies. Through analysing contrasting perceptions and comparing opposing studies research bias was minimised. All secondary research was evaluated to assess if authors were reputable and credible. The reexamination of secondary sources whilst providing an awareness of research is not without limitation given that the research could not be replicated to the same extent due to money, time and scale. Evaluations of the characteristics of data is necessary since considerations and the potential institutional bias could have wrongly impacted the outcome (Price and Murnan, 2004).

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3.4 Primary Research

3.4.1 Consumer Profiles Interviews enabled the creation of personal files comparable to dating profiles on individuals. This gained psychographic insights, quantitative and qualitative, on candidate’s likes, dislikes and life choices. The rationale was to acquire direct and not carefully deliberated answers challenging consumer’s distinctive cognitive systems (Evans, 2003). The majority of responses are “fast, intuitive, inductive, heuristic, recognition primed and acquired largely through experience” (Croskerry, 2006, p720). This method prompts instantaneous responses, which disregard perceived moral ideals and highlights contradictory statements. The sample includes three Millennials and seven members of Generation Z. The sample’s gender split equally, creating a balanced and diverse group. Respondents included current undergraduates, postgraduates and those who took a direct career path.

“

Consumers can be distinguished by their biological characteristics, their age, their ethnicity, their family background, the location and type of neighbourhood in which they live, their education, and their economic circumstances. Each of these distinguishing features can be linked to activity preferences and patterns of behaviour that people display, but they do not represent causal agents”. (Gunter, 2016)

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3.4.2 Focus Group The justification for directing a focus group was to obtain opinions on a topic and to generate a setting where candidates feel comfortable to express their thoughts (Hennink, Hutter & Bailey, 2011). Throughout the conversation members expressed themselves, engaged with others and refined their views. The discussion stimulated participants to question or clarify, which caused matters to be highlighted or experiences to be shared, thus increasing accuracy, transparency and depth of discussion (Hennink, 2014).

The focus group was crucial to overcome biases based on the consumer profiles, it was designed to be engaging for Millennials and Generation Z as it resembled dating sites. The participants studied the profiles, deliberated their views, and recognised contradictions. Alongside discussions participants had cards and a sheet to record their views and reasonings. The focus group was for over eighteen-year olds including two males and three females to promote equal discussions from participants.

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3.4.3 Consumer Interviews The intent for interviews was to â&#x20AC;&#x153;achieve both breadth of coverage across key issues, and depth of coverage within eachâ&#x20AC;? (Legard, Keegan & Ward, 2003, p.148). The in-depth interviews were to distinguish how much participants care, their ethical stance and how they define ethics. The content comprised of questions relating to notions, self-reflections, buying behaviour and situational decision making. To gain a variety of opinions three identical interviews were conducted to provide direct comparisons. Two females and a male were interviewed, enabling differences in gender behaviours to be considered.

3.4.4 Consumer Observations An observation of candidates was commenced after interviews. This was to understand how much consumers care. The observation identified the difference between consumers claim contrasted against their actions thereby aiding the analysis of the attitude behaviour gap of Millennials and Generation Z.

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3.4.5 Photo Semiotic Focus Group A photo-semiotic focus group was undertaken to assess reactions to images of ethical issues. The research revealed participants involuntary perceptions towards matters and opinions discussed. The focus group consisted of six individuals. The images shown were recognisable and related subjects were discussed. The respondents included two males and four females to minimise gender biases.

â&#x20AC;&#x153;

We live in a world where images and graphics are increasingly central to cognitive processes and theories of representation allow researchers to explore how people produce and consume images about themselves and the world they inhabit. (Carson, Pearson, Johnston, Mangat, Tupper and Warburton, 2005, p. 164).

3.4.6 Ethic-O-Meter An ethic-o-meter proposed the opportunity for candidates to evaluate issues on a scale based on personal importance. The scale and notions were created prior to the investigation. The interactive element of the research engaged candidates and enabled results to be compared visually.

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3.4.7 Industry Insights An industry interview was conducted to achieve insights from professionals who have experiences related to ethics. The primary interview was with Holly Macey, Office Manager at A to Z Creatives which is a media company producing content to support creators and businesses. The second interview was with a creator of an established conscious blog, this provided insight into why raising awareness to ethical living is important.

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3.5 Limitations

The mixed method triangulation ensured liability and legitimacy, impossible with a singular method. Multiple methods substantiate and corroborate research findings (Greene et al., 1989; Morgan 1998; Steckler et al., 1992). Using quantitative and qualitative methods overcame weaknesses within one method with the strengths of the other. However, this required time and expertise to make rationalised decisions (Creswell et al., 2003). A limitation of focus groups was maintaining control in discussions to ensure conversations had purpose and benefitted the research (Gibbs, 1997). This was surpassed through preparation, pacing and pre-written questions. An alternative restraint was ensuring candidates participate in discussion (QueirĂłs, Faria and

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Almeida, 2017), this was overcome through encouragement, a comfortable environment and directing questions. Interviews offered the opportunity to understand opinions surrounding specific topics. However, a limitation is remaining non-judgmental to reduce potential biases towards the interviewee (Johnson and Turner, 2003). This was prevented through creating a welcoming environment, so the interviewee felt comfortable and spoke freely. Observations demonstrated people claims do not correspond with their actions (Johnson and Turner, 2003). However, results may be skewed and the role the person being observed may be playing in response to the researcherâ&#x20AC;&#x2122;s presence needs to be identified.

The ethic-o-meter results were limited due to being quantitative data collection. The results therefore potentially lack context and reasoning to participants answers. This was overcome through multiple qualitative research offering depths and quantitative research was kept to a minimum. Another limitation was the lack of industry interviews, they proved challenging to accumulate, thus limiting an exploration into brands. This was somewhat overcome through case studies which offer the opportunity to identify innovation and challenge assumptions. Limitations are inevitable in all research projects, despite cost, time and scale availability. Throughout the research all limitations were considered and overcome with subsequent research methods. In some circumstances limitations that could not be entirely overcome, the limitations were noted, and findings considered restraints.

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Discussion 34.

4.1.1 Measuring Care

CHAPTER ONE: ATTITUDES

Throughout research Millennials and Generation Z’s consciousness towards ethics became apparent. Although these generational groups were young and lacked experiences related to moral issues, they were conscious of the past, aware of the present and alarmed by the future. This is supported by an upsurge of youth activists, voters and a transformation in buying behaviour. Yet ethical consideration could be disputed as conceited and clouded. Secondary research failed to report the extent consumers’ care about ethical notions and whether their actions support their claims. It is crucial to determine perceptions towards moral dilemmas to understand whether there is a correlation to genuine concern or ethical living being a trend.

Contrarily, 25% of participants claimed to passionately care about issues, an identical proportion to those who care somewhat. This indicates awareness towards current problems, highlighting a responsiveness to situations and supports claims that the generation groups care about ethical issues. However, defining passionately caring is subjective and interpretations may differ for individuals. An individual could view being passionate as acting upon issues, for instance protesting. On the other hand, it could be interpreted as an emotional connection thus driving feelings which do not necessarily create action. It could be argued the reasons for caring is irrelevant, the fact issues are challenged questions their behaviour.

When measuring care towards ethical issues the results proved ambiguous and varied (see appendix 6.5.13). Results contradict secondary research as data suggests an increase in consciousness may not represent the studied generations as candidates voted disinterestedly. Results validate that 35% of the sample cared a fair amount towards ethical issues, signifying an uncommitted response towards pressing matters. Correspondingly, 25% of consumers cared somewhat, leading to speculation whether consumers only care about issues relevant to them. Similarly, during the focus group participants concluded that “you can’t care about things, if you don’t do anything about it” (see appendix 6.5.6).This promotes the presence of the attitude behaviour gap and suggests claims often lack sincerity.

To support claims Millennials and Generation Z are caring, only 4% of answers declared they do not care one bit and 11% answered they care a tiny bit towards notions. These results prove the majority of individuals do care and their moral compass is making them confront their impact on the world. A conscious living blogger supports this claiming society ought to take charge for their choices and actions, whatever they are. However, the focus group revealed that participants believed one candidate from the consumer profiles held ethical characteristics. This denotes that despite an increase in care, individuals are not aligning their care with action. This promotes individuals striving to be “semiethical”. Suggesting minor ethical actions are accomplished in order to achieve a lower status of ethics, rather than aiming to be completely ethical. 35.

4.1.2 Rose Tinted Glasses

The phrase ‘rose-tinted glasses’ illustrates a positive attitude, that fails to identify any negativity. This unrealistic perspective was a distinctly shared by Millennials and Generation Z in primary research. The consumer profiles and focus group discussions explored the contradictions between claims and actions, which were not apparent until investigated (see appendix 6.5.3). “I think it is interesting that these questions are asking for your honest, natural answers and you don’t think about what you are saying but when you reflect on how much they actually care or how ethical you are, it is actually a lot less”.

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The attitude behaviour gap was evident in the generational groups, this was proven as participants easily identified contradictions. This was exhibited in consumer profiles; candidates declared climate change as a cause they cared about yet shopped at unethical brands. This reinforces Professor John Dawsonâ&#x20AC;&#x2122;s (KPMG and Synovate, 2007) claim that prerogatives do not always work in cohesion. Despite these statements contradicting, it could be argued that ethical compromises are inescapable. For instance, most students budget their income and therefore ethical considerations are not their priority. Consequently, consumers may shop at fast fashion outlets alongside caring about climate change. The conscious blogger substantiates that the cost of a product is a big limitation to prevent ethical living, yet it could support incorporating a more minimalistic approach to consumption. Similarly, participants agreed that financial constrains may lead consumers to shop unethically, they suggested there are other options like charity shops, restricting consumption or only shopping for a purpose that do not compromise consumers stance.

In addition, results from interviews and observations highlighted major differences in thoughts and actions (see appendix 6.5.8). Discrepancies became clear in the interviews, which led to participants questioning themselves throughout the interview. One candidate stated that respect, trust, authenticity and being consistent with her morals was highly important to her, this would indicate that these considerations play into her life. However, when put into fruition these factors did not come into consideration. For instance, during observations items were chosen based on price, not ethical values. This highlighted that despite an evident emphasis on doing what is morally right, other factors may be more impactful to the consumer. This may lead them to making contradictory decisions, suggesting that people are subconsciously living unethically, as they are ignoring ethics for their own personal gain. Therefore, individualsâ&#x20AC;&#x2122; ethical values may depend on contextual situations.

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4.1.3 Honest Reflections The literature review exposed a gap of knowledge surrounding a contemporary definition of ethics and the characteristics of an ethical person. During group discussions participants reflected on their ethical considerations, this led to the conclusion that individuals care and act quicker on issues that impact their lives (see appendix 6.5.4). Upon reflections in the consumer profiles, one candidate said… “I also think it’s interesting those who were a lot older, their social causes are different like prejudice and mental health awareness. Whereas all the younger people have all the same answers. They all claim to care about climate change and the environment. But is that because they actually care about it or is it because it’s current and it’s hot?” This suggests consumers do not care about issues for a specific reason or cannot express their personal importance. Therefore, consumers are claiming to care about irrelevant issues because they are popular and hold relevance in society. Thus, people’s intentions could be debated whether it is associated with genuine care or attempting to gain social status. The reasonings for consumers care was interrogated further, as participants began to question consumers’ motives.

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“People think they are more ethical because it is like a fad, everyone now is going vegetarian, vegan, like we are all getting on the hype to some extent. Like, we are all going to be conscious thinking that I am going to recycle this, but how much backwards do we care about things or are we just doing it because?” This insight signified that despite individuals considering their perceptions as morally correct, they are not well considered. The involvement in current trends and how individuals are viewed by others, are prominent reasons for individual’s participation in ethics. For instance, Greta Thunberg the Swedish teen activist, was examined within the primary research. Participants suggested that Thunberg’s intention to gain awareness for climate change was uncorrupted, but the global response was unethical and tainted. The climate change movement was to promote action, yet society’s reaction could be viewed as clouded, exploitative and in order to gain social prominence whilst imitating authentic care. This insinuates that individuals relate ethical notions on Maslow’s Hierarchy of Needs (1943, see appendix 2) like self-actualization, esteem and belonging needs. This signifies that individual’s connection to issues is to gain respect, status and recognition, this proposes that intentions surround personal gain rather than doing the right thing. In addition, this is recognised in brands who are appropriating ethical issues for corporate greed, rather than caring about the problems. This was evidenced in interviews as one participant claimed donating to charity gave them no sense of gratification (see appendix 6.5.8). This suggests that consumers expect to receive something for doing the right thing and their motives may be impure. 39.

4.1.4 Key Insights • Presenting good ethical principles is a desirable characteristic for Millennials and Generation Z. • Millennials and Generation Z care could be determined by their emotional connection or relation to the ethical issue. • The reason consumers care is unrelated, the fact that they are questioning their beliefs is triggering an evaluation of their behaviours. • Ethics may fluctuate due to the context of the situation, its relevance in society and whether it will benefit their lives.

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CHAPTER TWO: ACTIONS 4.2.1 Practice What You Preach Practicing what you preach comprises of aligning statements with actions. The secondary research presented an awareness of ethical issues, leading to civilisation becoming progressively engrossed in moral notions. This was disregarded to a degree in primary research, as many of the participants operated contrarily to their claims. Additionally, as a consequence of the rise in ethics, individuals have utilised social media to express their opinions on ethical issues. The second industry expert claimed that social media empowers consumers voices and actions to be heard which was not possible in previous years. In contrast the consistent coverage of attitudes online could be considered as unnecessary and sanctimonious. These online justice

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warriors are regularly criticising others and exploiting their actions to create a wider understanding towards issues however it would seem to be deterring some individuals to post online as they are cautious of potentially receiving disapproval. During an interview, one candidate claimed to continually attempt to exercise her morals but did not think it was always possible (see appendix 6.5.8). This could be perceived as the candidate excusing their actions before any criticism could be experienced. By apprehensively discussing their ethics in case they faced disapproval, another participant claimed to not lecture others on her morals in order to prevent accountability as she was aware her own values may have been compromised.

It could be contended that society will preserve their principles but only to a certain degree. Individuals are content to follow their moral compass when it suits them, but when there is a risk of missing out somewhat their claims may be adjusted. This was seen in primary research interviews, as a candidate insisted, they were ethical because they worked for charities. However, if the candidate was not paid to help, they were not sure if they would continue helping. This indicates that ethical characteristics may not be defining and there may be an ulterior motive. Similarly, society is increasingly sceptical of ethical figureheads and their reasoningâ&#x20AC;&#x2122;s. For instance, in the photo-semiotic focus group, a number of participants were disbelieving towards Greta Thunbergâ&#x20AC;&#x2122;s ethical objectives (see appendix 6.5.11). They suggested she was being used as a puppet to gain global awareness, rather than having pure intentions. This sceptical attitude was present in interviews as participants did not believe business ethics were for genuine care but instead due to increasing competition. This was supported through another candidate claiming that ethics had become a major selling point.

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4.2.2 Contradictions Through an investigation of ethics, research revealed ethics as a multi-faceted concept. Although the definition of ethics is relatively simplistic relating to doing the right thing, it is more complex and proving challenging for society to sustain. During the focus group, participants originally contemplated the inconsistencies of ethical behaviour quite literally (see appendix 6.5.4). Though towards the conclusion of the discussion, a wider range of discrepancies were acknowledged which were not originally obvious. This demonstrates that society often sees ethics as a single entity, which could avoid decisions being fully analysed and the morally correct judgement being avoided. 44.

The number of contradictions in research was vast, despite increased awareness regarding ethical issues. This steered the focus group participants to question why ethical contradictions were arising. The participants discussed this further, considering whether individuals consciously made up claims in order to look better or if this was accidental. If these false claims were unintended, it would suggest there is little control over ethical decisions and in result contradictions happen naturally. To support this, one participant believed that entities have moral tendencies, yet we optionally choose not to follow them. This proposes that we are naturally made to be ethical and do the morally right thing, but due to social implications we act inversely. Another participant supported this, saying it is not possible to be a truly ethical person. This claim reinforced Carrington, Zwick and Nevilleâ&#x20AC;&#x2122;s (2016) theory that society will never achieve an optimal ethical stance. This could be argued as a reason why people do not stick to their morals and act unethically, as they do not believe that their actions will make a difference overall to society. For instance, consumers are continually purchasing from fast fashion retailers despite being concerned about their negative impact on the environment. Yet despite their concern, they do not believe their actions will result in change from corporations causing irreversible damage to the planet. Thus, lack in trust in businesses aligning their operations or acknowledging consumer concerns, has resulted in consumers making contradictions. 45.

46.

4.2.3 Life Compromises The research identified an extensive amount of ethical contradictions occur in individuals lives. The research uncovered a reason for contradictions is because entities values do not consistently correspond with their lifestyle choices. The investigation displayed that to excel in other areas, participants ethical stance has been compromised. Their stance may also be compromised due to their current situation and their attitude at the time. A participant in an interview expressed that she was more inclined to behave morally correct if she was in a good mood (see appendix 6.5.8). This suggests that societies moral stance is not necessarily stable and their commitment to their ethics should not be dependable. The same candidate further sustained this concept, as despite strenuously doing the right thing she admitted that she can be apathetic and passive. As a result of globalization and new technologies, it could be argued that it is harder to be an ethical person in modern society. The constant stream of opportunities and objects are now easily available to consumers causing them to be materialistic and

preventing them being truly selfless person. A participant in the focus group maintained that, “you definitely cannot live ethically without compromise”. This advocates that despite a greater awareness of ethics in consumers and brands adapting to be morally affiliated, society does not see ethical correctness as an attainable goal. However, although a compromise of ethics insinuates a lack of commitment from individuals, it could be the only option in distinct situations. This matter arose in the photo semiotic focus group, as once the participants were shown photos relating to ethical notions, they could not think of solutions that would not cause compromise elsewhere (see appendix 6.5.11). This was exemplified as contributors could not contemplate solutions due to external factors (see PESTLE), leading them to comment on how actions are criticised today. This could cause individuals to act ethically to avoid facing scrutiny, which candidates in the focus group highlighted as a reason for brands adapting their strategies. However, it could lead them to act unethically as they believe that judgement from others is unavoidable.

4.2.4 Key Insights • Social media has instigated greater accountability of ethical actions online. However, individuals are concerned about being scrutinised for their behaviour. • Individuals will follow their ethical compass to a degree depending on the scenario. • Individuals are not aware of the complexity of ethics and its integration in society. • Values do not always correspond with lifestyle choices. • An individual’s moral stance is not stable and often fluctuates. • An ulterior motive may be involved in an entity’s stance on issues, such as social status. • People believe that an idealised ethical position is not attainable. 47.

CHAPTER THREE: ENVIRONMENT

4.3.1 Brands Doing it Right

As a result of increased consciousness, businesses have aligned themselves to ethical outlooks. This denotes that businesses transforming to be ethical have a higher chance of prosperity. Industry insights determined brand responses to ethics and the potential implications of failure to adapt to the current ethical era. An interview with Office Manager at A to Z Creatives, Holly Macey, unveiled a business that efficiently integrated ethics into their operations (see appendix 6.5.14) A to Z Creatives have operated ethically since their creation in 2018. This implies modern businesses pre-empt that ethical deliberations need to be initially incorporated in order to succeed, rather than being a target to achieve. Even though they have always operated ethically, they are progressively considering how to be better. They constantly install incentives to act morally, for instance, reducing single use plastic in the workplace in order to be more sustainable. As Office Manager, Holly Macey’s responsibility extends to first aid and mental health aid. A mental health aider is not currently a legal requirement, yet it is likely to be a “necessity in businesses by mid 2021”. The implementation of this responsibility suggests that A to Z Creatives genuinely care about the welfare of employees and aim to operate in their best interest. Mental health is one of many external factors impacting consumers today; it is estimated an employee without mental health treatment will cost employers £1,300. This indicates the need for mental health support in the workplace, something A to Z Creatives has already incorporated in order to “help before anything bad happens”. 48.

Holly Macey believed ethics enhances the workplace environment, claiming that a positive setting improves productivity immensely. This indicates that ethics does not exclusively improve employee morale and operations, it advances productivity and therefore business success. Similarly, Holly Macey oversees employee welfare meetings, this provides an opportunity for employees to express their thoughts on issues. In addition, employees feel valued and considered. Employees suggestions arise and considerations will occur in order to implement these changes. A to Z Creatives considerations for the suggestions include cost, effect on staff and longevity, this expresses the lengths the business goes to ensure changes will benefit employees. The meetings convey an openness between the workforce, Holly Macey expressed there are no restrictions to discussions, but employees are aware of the terms of confidentiality. This promotes honesty and transparency; employees do not feel neglected or unappreciated.

A to Z Creatives always consider their sustainability, environmental and social impact, alongside only collaborating with brands with a good moral stance. The research highlighted how easily ethical considerations could be implemented, thus improving productivity and employeeâ&#x20AC;&#x2122;s wellbeing. Holly Macey believed that brands risk faltering if they are unethical, and therefore opportunities to collaborate with brands and engage consumers will be missed. This demonstrates the importance for ethics in modern business today.

As a result of working with charities, A to Z Creatives further align themselves with ethics. The brand engages with charities in the local area and those that have personal, emotional value. The distribution of donations is carefully considered, as the business wants to know where their money is going. This suggests that A to Z Creatives are conscious of ensuring their money is being used in an appropriate manner and they have genuine care. Holly Macey expressed that it is important brands give to charities as it can drastically help those in need. She concluded that â&#x20AC;&#x153;most people are only one paycheck away from being homelessâ&#x20AC;? this demonstrates the importance of doing the right thing. This further validates that despite the business success, they are aware of the less fortunate 49.

4.3.2 You Are What You Shop, Missguided: An Unethical Case Study Missguided (2020) pride themselves as “a bold, straight talking and forwardthinking fast fashion brand”, yet due to their unethical practices it is understandable to think otherwise. The successful fast fashion brand claims to be mindful of their impact on the environment, being a member of the Ethical Trading Initiative. However, the distribution and production of clothing is generating a magnitude of harm to the planet. Similarly, the constant creation of collections could be seen as promoting over consumption. As a consequence of fast fashion, the garment workers’ rights or pay are not considered, therefore this could be viewed as immoral. Missguided does 50.

not disclose significant information surrounding their practices, which suggests they are deliberately avoiding transparency and criticism. Missguided has faced global disparagement for lacking originality in their products, as although deeply influenced by social media and celebrities, the brand has been accused of replicating others’ designs. Their lack of innovativeness could be argued as unethical, as they are passing someone else’s work off as their own and gaining the credit. Despite rising consumer consciousness and ethical awareness, Missguided have proven unmotivated to make corrections to their operations.

In June 2019, the brand released a bikini retailing at £1. This demonstrated a disregard for environmental considerations, promotion of throwaway culture and an ignorance to ethical issues. Although the brand is currently successful, the longevity is uncertain due to its current operations and changing consumer attitudes.

4.3.3 Key Insights • Forward-thinking brands are likely to succeed and engage conscious consumers in the near future. • Businesses need to think progressively and aim to constantly align themselves with modern ethics. • Modern businesses should integrate ethics initially, this will promote authenticity, honesty and passion for ethics. • Good ethical practices result in high productivity, engagement, positive employee morale and general success. • Brands that are not ethical face global scrutiny, the way businesses operate is magnified to a great extent.

51.

Conclusions

52.

5.1 Critical Reflections In conclusion the prevailing report, highlighted key themes and unveiled insights that were not previously apparent. The report stipulated a crucial understanding of the ethics trend, its impact on society and its transformation on buying behaviour. Throughout there has been research conducted into the distinctive gap between claims and actions, alongside an evaluation of ethical attitudes shared by Millennials and Generation Z. Overall, ethical considerations are apparent in both generational groups which is instigating their expectations in businesses to change to act morally correct. However, their personal actions have not

transformed in the same way as their expectations for others. Stage two will further investigate how ethics could be successfully implemented into a future business proposition. The report will encompass the key insights identified, alongside new primary and secondary research that will confirm concepts, gain financial data and reveal relevant market research. Furthermore, this stage enabled for a scope of prospects that could be explored in the forthcoming coming research.

53.

Recommendations 54.

ARE YOU

HAPPY?

YES

DO YOU WANT TO KEEP IT THAT WAY?

5.2.1 New Voting Rules The use of an ethic-o-meter in stage one research verified that Millennials and Generation Z are conscious towards ethical issues. In addition, a focus group and the consumer profiles uncovered that consumers are engaging with topical notions and had an increased involvement in societal matters. These generational groups are dissatisfied with how society is operating, and they are showing divided on certain subject matters. The increase in consumers being vocal has led to issues being debated online and offline with criticisms of others being formed. This will may lead to the business landscape being more debated and society being able to vote for issues more frequently.

THEN DO SOMETHING ABOUT IT.

VOTE. 55.

5.2.2 State Your Values The literature review uncovered a gap in research surrounding whether ethical living was possible without compromise. The following research found that individuals did not believe an optimal ethical stance was achievable and compromises of morals were inevitable. Therefore, there will be increased transparency, accountability and honesty from businesses, so consumers understand the compromises they make. Brands will be forced to apply ethics into their operations and their actions will be judged easier by consumers. This will be done by implementation of apps, providing services to analyse ethical standards and protocols. This will further transform brands as they have added pressure of consumers thoroughly judging their impact.

56.

5.2.3 Unethical, Uncool Chapter One demonstrated the changing attitude of Millennials and Generation Z towards ethics, there was a clear correlation between unethical being seen as improper. Today, unethical actions are now picked upon and ethical contradictions are considered in daily life. The research uncovered that consumers are making small changes to improve their ethical impact and ethics has become a status symbol. As products that implement the ethical lifestyle have been consumed by society, like reusable water bottles, moon cups and re-usable shopping bags, this has become the cool thing to do. There will be further expansions in products that make ethical living cool and easily accessible. 57.

5.3 Conclusion This investigation alluded that Millennials and Generation Z do not believe that ethical living is possible, despite secondary research indicating a change in attitude by these generations. This suggests that these consumers do not believe there is accessible ethical products, nor do they believe they can do much to challenge current ethical notions they care about. This is a comprehensible reason for the attitude behaviour gap, apparent in Millennials and Generation Z. Significant secondary research suggested that consumers act unethically subconsciously, however research uncovered that the majority of immoral decisions were considerate of multiple factors. This established a need for an ethical product or service that will not compromise any of their values. Although ethics surrounds acting in the right way for the right reasons, research uncovered consumers want to be rewarded for their behaviour. Similarly, consumers claim acting unethically created a feeling of guilt. Therefore, the subsequent product or service in Stage Two ought to highlight the positive impact consumers are achieving from their ethical decisions. Therefore, the research highlighted a demand for entities to live ethically without compromise and their actions should be credited. However, the succeeding research will demonstrate if this is possible and whether consumers will act ethically when they have no reason not to. 58.

59.

6.1 References

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6.3 Image References MEMORY GAME. PAWEL JONCA, 2013. [ONLINE]. ILLUSTRATION. AVAILABLE AT: https://theinspirationgrid.com/editorialillustrations-by-pawel-jonca/. [ACCESSED 16/12/19]

REFLECTIONS. PAWEL JONCA, 2013. [ONLINE]. ILLUSTRATION. AVAILABLE AT: https://theinspirationgrid.com/editorialillustrations-by-pawel-jonca/. [ACCESSED 16/12/19]

PERSON GRAPHIC. UNKNOWN, 2016. [ONLINE]. COLAGENE. AVAILABLE AT: https://www.colagene.com/en . [ACCESSED 18/12/19]

SHADOWY. YOSSI KOTLER, 2019. [ONLINE]. SAATCHI ART. AVAILABLE AT: https://www.saatchiart.com/art/Paintingshadowy/420360/2571669/view. [ACCESSED 21/12/19]

MOUNTAIN COLLAGE. EMERIC IHUISSET, 2019. [ONLINE]. WALLPAPER. AVAILABLE AT: https://www.wallpaper.com/ art/emeric-lhuisset-interview-bmw-photography-residency. [ACCESSED 22/12/19]

STAR SHOES. ALEX PRAGER, 2017. [ONLINE]. WALLPAPER. AVAILABLE AT: https://www.wallpaper.com/art/the-future-ofphotography-fairs . [ACCESSED 23/12/19]

BLUE LANDSCAPE. EMERIC IHUISSET, 2019. [ONLINE]. WALLPAPER. AVAILABLE AT: https://www.wallpaper. com/art/emeric-lhuisset-interview-bmw-photographyresidency#pic_277499. [ACCESSED 22/12/19] 72.

ABSTRACT ART. NANCY HILLIS, 2016. [ONLINE]. THE ARTIST JOURNEYâ&#x20AC;&#x2122;S. AVAILABLE AT: https://nancyhillis.com/dark-nightabstract-art/. [ACCESSED 18/12/19]

CRITICISM. HOURMAZD, 2017. [ONLINE]. PSYCH-HUG. AVAILABLE AT: https://psych-hug.com/how-to-take-criticism/. [ACCESSED 18/12/19 ]

OBAMA RALLY. BRYCE VICKMARK, 2016. [ONLINE]. VICKMARK. AVAILABLE AT: http://vickmark.com/washington-dcphotographer/. [ACCESSED 28/12/19 ]

WALLED CITY. ANDY YEUNG, 2019. [ONLINE]. THE INSPIRATION GRID. AVAILABLE AT: https://theinspirationgrid.com/walled-cityaerial-photos-of-hong-kong-by-andy-yeung/[ACCESSED 29/12/19 ]

FUTURE BABIES. AGI HAINES, 2019. [ONLINE]. AGI HAINES. AVAILABLE AT: https://www.agihaines.com/home . [ACCESSED 29/12/19]

SATIRICAL ILLUSTRATIONS. JOHN HOLCROFT, 2017. [ONLINE]. DESIGN TAXI. AVAILABLE AT: https://designtaxi. com/news/370988/Satirical-Illustrations-Show-The-Lives-AndStruggles-People-Face-Today/. [ACCESSED 29/12/19] MEMORANDUM. ALBERTO SANCHEZ, 2014. [ONLINE]. 1STDIBS. AVAILABLE AT: https://www.1stdibs.com/art/photography/ landscape-photography/alberto-sanchez-memorandum-v-1alberto-sanchez-mixed-media-photography-contemporary-art/ id-a_2347331/?utm_source=pinterest&utm_medium=cpc&utm_ campaign=pinterest+shopping. [ACCESSED 27/12/19] WOMAN RALLY. LEXI MAINLAND, 2016. [ONLINE]. CUPOFJO. AVAILABLE AT: https://cupofjo.com/2016/12/womens-march-onwashington-what-to-bring/. [ACCESSED 23/12/19 ] 73.

BALANCE. ALANNA CAVANAGH, 2019. [ONLINE]. ALANNACAVANGH. AVAILABLE AT: https://alannacavanagh.com . [ACCESSED 23/12/19]

WHITE BUILDING. CLARISSA BONET, 2018. [ONLINE]. CLARISSABONET. AVAILABLE AT: http://www.clarissabonet.com/ cityspace/98fjqrrl3t44i5vgornli6uji6tnhv. [ACCESSED 23/12/19]

CONTRAST. LORIBELLE SPIROVSKI, 2018. [ONLINE]. LORIBELLESPIVOSKI. AVAILABLE AT: https://www. loribellespirovski.com/2017. [ACCESSED 23/12/19]

LINE DRAWING. UNKNOWN AUTHOR, N.D. [ONLINE]. LANSUME. AVAILABLE AT: https://lansume.blogspot.com/2019/09/get-hereblack-line-art.html. [ACCESSED 22/12/19]

YUKAâ&#x20AC;&#x2122;S SNAPCHAT. JOHN YUYI, 2017. [ONLINE]. JOHN YUYI. AVAILABLE AT: https://johnyuyi.com/Yuka-s-snapchat . [ACCESSED 22/12/19]

SEEN. LAWRENCE WEINER, DATE. [ONLINE]. GUGGENHEIM. AVAILABLE AT: https://www.guggenheim.org/conservation/thepanza-collection-initiative/lawrence-weiner. [ACCESSED 21/12/19]

MUSES. DIANA, 2019. [ONLINE]. WAFFLIFE. AVAILABLE AT: https://wafflife.com/muses/. [ACCESSED 28/12/19]

DECENCY DATING. DOMINIQUE YEARBY, 2019. [AUTHORS OWN IMAGE]. AVAILABLE AT: . [ACCESSED / / ]

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NOBRAINO. MAAN, 2017. [ONLINE]. INSPIRATIONIDE. AVAILABLE AT: https://www.inspirationde.com/image/65665/. [ACCESSED 28/12/19]

RALLIES. LEIGH BLICKLEY, 2017. [ONLINE]. HUFFINGTON POST. AVAILABLE AT: https://www.huffingtonpost.com.au/entry/linmanuel-miranda-muslim-ban-protests_n_58938f5ae4b09bd304 ba4016?_guc_consent_skip=1579100869. [ACCESSED 27/12/19]

ILLUSTRATION. RYAN PUTNAM, 2015. [ONLINE]. DRIBBLE. AVAILABLE AT: https://dribbble.com/shots/2101808-Discovery. [ACCESSED 29/12/19]

CURRENT NOTIONS. ALEX WILLIAMSON, 2018. [ONLINE]. DEBUTART. AVAILABLE AT: https://www.debutart.com/styles. [ACCESSED 27/12/19]

TEXTURE NEWSPAPER. LOCOLASTOCK, 2008. [ONLINE]. NOHAT. AVAILABLE AT: https://nohat.cc/f/texture-newspap er/6718850963865600-201812081627.html. [ACCESSED 29/12/19]

FORTUNE. MIKE LEMANSKI, 2012. [ONLINE]. ITSNICETHAT. AVAILABLE AT: https://www.itsnicethat.com/articles/mikelemanski . [ACCESSED 28/12/19]

TIME LAPSE. XAN PADRON, 2017. [ONLINE]. SAATCHI. AVAILABLE AT: https://www.saatchiart.com/art/Photography-Time-Lapse-Ruedes-R-collets-Paris-Limited-Edition-4-of-25/844443/4522733/view. [ACCESSED 29/12/19]

TWISTED ARCHITECTURE. NICHOLAS KENNEDY SITTON, 2012. [ONLINE].INSPIRATIONGRID. AVAILABLE AT: https:// theinspirationgrid.com/twisted-architecture-by-nicholas-sitton/ [ACCESSED 30/12/19] 75.

COLLAB. SEBASTIAN HERZAU, 2017. [ONLINE]. [INAG]. AVAILABLE AT: http://inagblog.com/2018/03/sebastian-herzau-2/. [ACCESSED 19/01/20]

PORTRAITS. ROSANNA JONES, 2017. [ONLINE]. FORMAT. AVAILABLE AT: https://www.format.com/magazine/galleries/art/ rosanna-jones-torn-fashion-photography. [ACCESSED 19/01/20]

BUILDING. ANYA SAFYA, 2019. [ONLINE]. FOSFORLUNDSUNCELER. AVAILABLE AT: https:// fosforludusunceler.com/duvar-kagitlari-wallpaper-hd-duvarkagitlari/wallpaper-282/. [ACCESSED 19/01/20]

ABSTRACT. ANNA KOVECSES, 2018. [ONLINE]. EVASEE. AVAILABLE AT: http://evasee.com/2013/09/23/anna-kovecses-. [ACCESSED 19/01/20]

RUSSIA. FRANK HERTFORT, 2017. [ONLINE]. MESSYNESSY. AVAILABLE AT: http://www.learnphotoediting. net/?hop=4web2refer. [ACCESSED 19/01/20]

BLOG THOUGHTS. UNKNOWN, 2016. [ONLINE]. SOURCE. AVAILABLE AT: http://www.learnphotoediting. net/?hop=4web2refer. [ACCESSED 19/01/20]

INCARNATE. HELENE ALMEIDA, 2016. [ONLINE]. RED GLASS. AVAILABLE AT: https://artredglasses.wordpress.com/2016/01/26/ helena-almeida-artist-incarnate/ . [ACCESSED 20/01/20]

LANDSCAPE. UNKNOW, N/A. [ONLINE]. TUMBLR. AVAILABLE AT: https://thomosexual.tumblr.com/page/7. [ACCESSED 20/01/20]

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COMPROMISES. ANGELICA GARCIA, 2016. [ONLINE]. WEANDTHECOLOUR. AVAILABLE AT: https://weandthecolor.com/ obscure-portrait-photography-angelica-garcia/33758 . [ACCESSED 20/01/20]

CITY COLLAGE. AZALEA TSUNAMY, 2008. [ONLINE]. DEVIANTART. AVAILABLE AT: https://www.deviantart.com/ azaleatsunamy/art/City-collage-98761189. [ACCESSED 20/01/20]

OFFICE WORK. PIXELART, 2018. [ONLINE]. RAWPIXEL. AVAILABLE AT: https://www.rawpixel.com/image/1213742/teamworking-project?referral=94184&source=pinterest. [ACCESSED 20/01/20]

EQUALS. MISSGUIDED, 2018. [ONLINE]. HEALTH. AVAILABLE AT: https://www.health.com/mind-body/misguided-ad-campaignskin-imperfections?crlt.pid=camp.egDeg0cgrQcJ . [ACCESSED 20/01/20]

FAST FASHION. STELLA MCCARTNEY, 2017. [ONLINE]. GLAMOUR. AVAILABLE AT: https://www.glamourmagazine.co.uk/gallery/ sustainable-fashion-brands . [ACCESSED 20/01/20] NYC CAMPAIGN. MISSGUIDED, 2016. [ONLINE]. REPRESENTEDBY. AVAILABLE AT: https://www.representedby. me/nyc-advertising-campaign-for-missguided-live-on-billboardsand-in-subways-stateside-now-by-team-me-hair-and-make-upby-me-aly-steer-alysteer-model-perfection-cindy-cindymellopremiermodels/. [ACCESSED 20/01/20] SHANGAI ILLUSTRATION. RUPERT VAN WYK, 2014. [ONLINE]. FLICKR. AVAILABLE AT: https://www.flickr.com/photos/14686012@ N05/14193594025. [ACCESSED 20/01/20]

CLOUD. UNKNOWN, 2019. [ONLINE]. FLICKR. AVAILABLE AT: . https://www.flickr.com/photos/151783046@N07/39941077193 [ACCESSED 20/01/20] 77.

COLOUR MOVEMENT. ALBERTO SANCHEZ, 2017. [ONLINE]. RETROSPECT GALLERIES. AVAILABLE AT: http:// retrospectgalleries.com/artist/alberto-sanchez/?page=2. [ACCESSED 21/01/20]

QUOTE BOX. CLIPART, 2019. [ONLINE]. PNGTREE. AVAILABLE AT: https://pngtree.com/freepng/hand-drawn-lines-of-linear-frameborder-elements_3003847.html. [ACCESSED 21/01/20]

SHATTER. SIMON KEROLA, 2015. [ONLINE]. TENDENCEE. AVAILABLE AT: http://tendencee.com.br/2019/04/sinta-asfotografias-nostalgicas-deste-fotografo-que-explora-a-melancolia/. [ACCESSED 21/01/20]

SKYLINE. MARLOES, 2019. [ONLINE]. PREPPY. AVAILABLE AT: https://preppywallpapers.com/summer-iphone-8-plus-wallpapers/. [ACCESSED 21/01/20]

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6.4 Figure References

Figure 1:

Moral Maturity

Gender

Aff luence

Education Level

Beliefs

Limited Availability Too Many Marketing Messages Inertia Consumer Scepticism Price Quality Effort

Confidence

Age

Locus of Control

Impeding Factors

Purchase Deciscion

Fig 1: The Conceptual Framework of Factors Potenially Impeding Ethical Consumption, Bray, J., Johns, N. and Kilburn, D., 2011. An Exploratory Study into the Factors Impeding Ethical Consumption. Journal of Business Ethics, 98 (4), 597-608.

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Figure 2:

Fig 2: Maslow, A.H., 1943. A theory of human motivation. Psychological Review, 50 (4), 370.

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6.5.1 Blank Consumer Profile Questions Name: Age: Location: Education: Job Title: Ethnicity: Hobbies: Interests: Transport Choices: Shopping Choices: Dietary Requirements: Politics: Religious Beliefs: Family Plans: A life goal of mine: A social cause I care about: I get along with people who are: I take pride in: We will get along if you: Words to desribe me are... How much do you care about .... (out of /10)

The Environment - ..../10 Education - ..../10 Equal Rights - ..../10 Health Care - ..../10

Do you believe youâ&#x20AC;&#x2122;re ethical? Yes or No What is your ethical rating out of 10?

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6.5.2 Consumer Profile - Interviews

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6.5.3 Consumer Profiles

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6.5.4 Focus Group Transcript Moderator: Dominique Yearby (DY) Candidates:

Niamh O’Sullivan (N) Sanae Atwal (S) Will Mayrick (W) Molly McDermott (M) Paul Burgess (P)

(DY) Hi everyone, thank you for taking part in today’s focus group. I want to hear all your thoughts and discussions, I will be moderating the discussion and asking you questions and challenging your opinions but there is no right or wrong. So, let me explain… I am going to show you people’s profiles and I want you to tell me and you to discuss who you think is ethical and who you think isn’t. My research is based on the contradictions in consumer behaviour, so you’re going to look at people’s profiles and you’re going to discuss who is ethical, the characteristics that make them ethical and what contradicts their claims. Do you get it? Does that make sense?... *Everyone: makes sounds of agreements* (M) I understand (DY): this is the first one, can you all see *Everyone: gets comfortable, moves round to see properly* (DY): so, begin discussing ROSE’S PROFILE (N) Online shopping that is fast fashion? (M) Probably (S) usually ASOS, misguided, PLT, nasty gal… so yeah (M) and travelling to new places (S) hold on (W) online shopping and eating out, interests are travelling to new places so that is a lot of pollution (M) yeah air miles (S) yeah (W) music (S) transport choice normally walking or driving (W) well that is quite good (M) but she is a meat eater (S) shopping a lot and often normally PLT, misguided, ASOS, nasty gal (M) a lot. I bet she buys it and sends it back probably as well (S) Politics, I am not really engaged (N) especially if she sees shopping as a hobby (M) I am judging but I do it! (S) religious beliefs atheist. Family plans marriage and three children.

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(N) She is not really interested in politics (S) a life goal of mine is to travel Asia and America, social cause I care about is climate change. I get on with people who are fair, caring and understanding. I take pride in my hard-working attitude and we will get along if …. So that bit is not as (N) well... but further on she does say a social cause I care about is climate change (M) well she doesn’t do anything towards it does she (S) so that’s a contradiction there (N) that is a contradiction (S) yes, definitely she says she cares about climate change but (N) that’s a massive contradiction but down here it says she’s only put the bar halfway for caring about the environment (M) why doesn’t she care about equal rights fully, what is it about equal rights that she cares about it quite a lot but not enough (S) that’s interesting (N) and healthcare, why doesn’t she care about that fully (S) interesting. Do you believe you’re ethical? She thinks she is, and her rating is 6/10. (DY) so why do you think she is ethical when you look at her profile? (M) she cares about the environment (S) she mainly walks (W) that’s it! (S) that is probably about it (DY) but she claims she is ethical, what do you see as contradictions? (S) so, she says she cares about climate change, but she drives (M) and travels to new places (S) and eats meat (N) and also, when she has to rate herself for the environment, she’s only put a 5 out of 10, so clearly doesn’t care that much about climate change (S) so maybe that is less of a contradiction. That makes sense more with what she is saying (W) yeah that goes with, so the only contradiction is that she actually cares about climate change (DY) so if you just fill in the sheet, marking whether you think yes there ethical or no they are not (M) do I think she’s ethical? (DY) yeah... (M) I’m going to tick no (N) I think she thinks she’s ethical (M) Rose needs a reality check ELLA’S PROFILE (S) Next person then… (M) Ok, so Ella (N) Ella, 22, ethnicity white British. Hobbies socialising with friends and going to the gym. Interests art travel music animals. Transport choice cars or occasionally public transport, but only occasionally. Shopping choices I shop for clothes maybe once a month, I shop at Zara, ASOS, urban outfitters (S) Once a month?? (N) a bit of an exclusive shopper… Dietary requirements recently vegetarian and dairy free (W) so that’s good (N) that is interesting 92.

(S) That’s vegan then? (N) politics, not political. Religious beliefs none. Family plans none in place currently (M) she could maybe eat eggs (N) a life goal of hers is to be happy and comfortable. A social cause she cares about is animal welfare. Hmm she gets along with people who are easy going and fun. She takes pride in creativeness, her own creativeness shall we say. You will get along with her if you are kind (N) and then if we look a bit further down and look where she’s scored herself. How much she cares about the environment I would say that’s a 7/10 on the bar, education 5 (M) equal rights 9, healthcare 7 (W) or 8! (M) ok 8 yeah (N) and she has ticked yes and no for do you believe you’re ethical (M) but given herself a 5 (S) so, she is indifferent to whether she is ethical or not (DY) so to add more context to this. Ella commented that she does think ethically but she doesn’t often act ethically (N) that is interesting, she is quite conscious. It is interesting she is recently vegetarian (W) she is more ethical than Rose (S) she doesn’t say her reasons for that though (N) but it does say she cares about social welfare (S) oh yeah (N) so, we could maybe connect the dots there (S) yeah (N) She’s not political (S) but what has that got to do with it (M) a lot of ZARA clothes (S) Zara is the worst (M) sorry not Zara, ASOS they’re getting better (P) on ASOS you can select the filters for only sustainable clothes (N) but is she choosing those filters? (S) but also shopping once a month is not that ethical… that is a lot (W) but we don’t know how much she is buying (M) how much is she buying (DY): I believe quite a bit, a lot of sale items because they’re on sale (S) that’s not that ethical (N) she isn’t really ethical (S) equal rights… that’s good. Health care. (N) the one that is low is education which is only a 5 but she would only rate herself a 5… I think she is semi ethical she has some beliefs (P) but you have to give a yes or a no (DY) so that person was harder to judge? (W) yeah, she is more ethical than rose (M) definitely if there was a scale, she would be POPPY’S PROFILE (W) looking at poppy’s profile she looks very ethical (N) who is reading poppy

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(S) I will read it… white, British, reading, tv, films, eating, fashion, beauty, skincare, social media, animals, transport choice in a car, shopping choice once a month max, shops at ASOS, Topshop, Zara, H&M, New Look, dietary requirements veggie, politics who knows at the moment probably labour, religious beliefs Jewish, family plans to have a family around 30, a life goal of mine is to have a job I love and a family that loves me, a social cause I care about is education, get along with people who are friendly, calm, open and honest, I take pride in my education and commitment and we will get on if I can be myself around you (M) Question… did they have like different things they could choose for a social cause they care about or did you give them a lot of options (DY) they could say whatever they like, but quite a few said the same (S) That what makes it hard to compare though, because they might agree with that, but they might not have said it (DY) when you look at the profiles can you understand why they are making choices and why there is compromise? (S) well it is a contradiction to say you care about equal rights but then they shop at Zara (DY) but could you argue that, say people are using a car a lot because there isn’t alternative public transport available where they live? (P) well Poppy says she uses a car but lives in a city where there should be loads available (DY) what about shopping because there aren’t ethical shops available or because of the price points (I) yeah, I agree but you could shop at charity shops (N) You could shop less often if you are doing it for that reason, you could shop every 6 months instead of 3 months if you were doing it for that reason (M) or literally when you need something, not like oh I fancy new clothes (S) also, what I am getting from this is the main ethical things are… shopping, food, transport. Are we missing something? (M) it isn’t necessary climate change but more your choices in life (S) so, I think education is important and it is mentioned (N) so, you you’re asking does caring about education make you ethical (S) well I am asking, there other things we haven’t really considered (W) Yeah deffo (N) so, what do we think makes you ethical (S) maybe that is the question (M) yeah for me a big thing is about the environment but there are other ways you can say you are ethical (S) that is why I thought of equal rights because those who work at ZARA don’t always have equal rights (P) that’s true (N) things like healthcare I guess too (M) yeah (N) also, things like things like healthcare, access to healthcare, equal opportunities (M) and you could say about voting and trying to make a difference, like Emma said I am not political (DY) that’s an interesting point because people say it is a privilege to be political (M) yeah deffo exactly (P) people keep saying they are caring but are they caring about the immediate environment around them or the bigger picture (M) yeah! Do you think you’re ethical? Yes, but giving a 6/10 (N) I find that interesting (DY) so what do you think is a 10/10 (M) well she says she is ethical but has given herself a 6/10 94.

(S) I don’t think a 10/10 is achievable for anyone (W) yeah that is true (M) unless you live a fully sustainable life, like maybe on a farm and stuff (DY) that’s kind of the question… can you live ethically without compromise? (W) definitely not! (M) you can live more ethically (S) but that’s what I mean no one will be a 10/10 (W) not without compromise (M) but were not going to get anyone if that’s what we tell people (S) I know that (N) I think most people have ethical tendencies but don’t follow them (P) I agree (M) They know what is right or wrong (S) surely that makes us all ignorant then… because we know what is right or wrong and we ignore it, we know what we should be doing, and we are ignoring it (P) I think it’s interesting that these questions are asking for your honest natural answers and you don’t think about what you’re saying but when you reflect on how much they actually care or how ethical you are it is a lot less (S) but we always rate ourselves harshly, so if we are really good at something, we won’t rate ourselves as high as we actually think we are (N) she is a consumist I would say, because she says here about beauty, skincare, that kind of thing so she follows fads. She cares about herself a lot (S) I am intrigued why social media is one of interests (P) well she is a branding student, so even is that career ethical pushing so much branding at people (N) we could ask does that affect her thinking, like is she labour because she sees it online or that’s her opinion (M) well she says who knows at the moment, so sounds like she hasn’t done her research, so it is probably from twitter (N) yeah see, on social media! Is that ethical of her, has she done her research? I can’t be sure (P) are we going to say anyone’s ethical, ha-ha (N) maybe not, like looking deep in it would we say were ethical (W) looking at this next person straight away she has rated herself an 8, but she shops at once a week and drives a car (I)that’s like the biggest contradiction EMMA’S PROFILE (M) I’ll read Emma’s profile… white British, hobbies socialising with friends, interest fashion and beauty, transport choice a car hmmm, shopping choice at least once a week at PLT, Topshop (N) that’s a lot of online shopping (M) dietary requirements vegetarian and avoids dairy products, politics conservative, religious beliefs atheist, marriage plans married with two children, I guess we could look if they want a lot of children? A life goal of mine to explore different cultures and travel – that’s not ethical, get a good job and not worry about money (W) interesting (M) a social cause I care about is animal welfare, I get along with people who are down to earth and fun and motivated, I take pride in my appearance and academic achievements

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(N) what her appearance? That’s quite an interesting statement (M) we will get along if you are easy going and fun (W) Interesting. Then down here, look here. She’s rated on the scale. She thinks she’s like a 10 out of 10 ethical for equal rights no cares about equal rights. (M) maybe some people would say like, do you think ethical as in do you think you’re a good person? (S) Yeah, there’s different interpretations of the word. (N) I guess maybe if you didn’t break it down then you would think you’re ethical. (A) Yeah because before this I didn’t think about all this stuff (DY) Do you think millennials and gen Z are more entitled and think there more ethical than they are and don’t consider their own entitlement. (M) probably. (W) I think yes, but also more ethical now because it’s more like everyone’s more aware of it. People are thinking about it more (N) People think they are more ethical cause it’s like a fad, everyone’s going vegetarian, vegan like we all get on the hype to some extent. Like we’re all going to be conscious thinking that I’m going to recycle this, but like do we really like how much backwards do we actually care or are we just doing it because. (M) there is a lot of time I would like to recycle but if its effort I am not doing it. Have you seen the Mickey Flannigan thing about his wife loves recycling or like that kind of stuff and he wants, they finish the peanut butter jar and he is like it is a three-day job? Like you have to fully scrub and soak it and so he just puts it in the bin (S) I’m so bad at recycling. (A) I’m normally good apart from today. I put those chopped tomatoes in the bin and I never do that. I don’t know why I did it. It was only two. (N) I also think I want to be more ethical, but at the same time I like online shopping and I’m not going to stop. So, how much more ethical do I want to be. (S) yeah, exactly. That’s what I mean. Like people like, like to jump on the bandwagon, but it is all well and good thinking ethically. But if you’re not going to do anything about it than you’re just not ethical. (N) I am a fraud. (S) You make yourself look like a hypocrite. If you’re like giving it the large ones, but you still also being like her, 8/10 are you mad. (P) she goes shopping at least once a week. That is not ethical. She wants to travel. She drives a car. She’s not ethical she is cancelled. CALLUM’S PROFILE (N) We are now on to Callum aged 18. He likes to go to the gym, play football and play golf. His interests are football, wellbeing, fitness and health. Transport choice is car, shopping choices at least once a week at Stone Island, Hugo Boss, Tommy Hilfiger and he goes once a week. Um, he’s a meat eater. He’s conservative. He has no religious beliefs and he wants to have a family at around 30. His life goal is to make his parents proud. He gets on with people with kind, caring and funny. He takes pride in his work and fitness. He’ll get on with you if I can be myself around you (DY) Do you think being religious impacts your ethic? (M) Probably not (S) It is interrelated because ethically. (N) I think it’s how you relate to the religion. I think, because some religious beliefs are not ethical 96.

(S) A lot of religious people don’t necessarily believe that climate change is a thing they didn’t believe in science. Yeah. So that could make you less ethical. But then who are we to judge ethics? What is ethical? Do you know what I mean? Like they might think that they’re being ethical in their view. But like it’s so subjective what ethics is. (N) Also, another thing being a conservative there is some policies that really aren’t ethical. Like, a lot of people say their views on homelessness and stuff like that, isn’t ethical. So then if that’s his view. (S) He’s probably not ethical to some extent. (P) I think he’s quite young and naive. Look down here, he’s, he says he really cares highly about education. I mean that’s all good and well, but what do we know? I don’t have anything to back it up. How much studying is he doing? (S) What’s that got to do with education? (P) Well it’s all got to do with how you view yourself. So that affects how he’s going to rate himself. (W) do they mean their own education or just the education system? (P) I think there all looking at it from their own perspective, so what they get out of it. (N) What they get is what they put in (M) I think it’s like, if I was doing, I would be doing it based the system. JAMES’S PROFILE (S) Also, seven of ten that is so. So, James... (W) He shops once a week too! (M) He goes to the gym, interest being gaming, transport car, mostly, shopping choices at least once a week. Always at Topshop. He is a meat eater, a conservative, doesn’t believe in God or have any religious beliefs. I’d like to be married with two or three children. Goal to have lots of money. Social cause he cares about is animal welfare, but he eats meat. (P) Contradictory! (M) I bet he doesn’t buy free range. I get along with people who are kind and friendly. I take pride in body and fitness. We would get along if you aren’t nasty and you’re funny. He gives him a 6/1. (DY) What would you rate him? (S) I’d say a 4. (N) He says he wants to have lots of money. Like what? What’s he going to do to get that? Is he going to stomp on people on the way? Is he going to do that in a nice way to know? (S) What’s he going to do with that money? (W) He could just create his own business. (P) He is not going to say he wants lots of money to just give it away (S) If he cared about doing something with it, he’d be like loads of money so I could eradicate hunger. (M) Or he would say a life goal of mine is to start charities and not to make lots of money. (N) And then also, you know when it says transport choice comments is that when they’re at home, do they live in villages? Do they have to use to public transport? (P) There’s always a choice. (DY) Um, so what do you think is a big ethical contradiction? (W) Animal welfare and meat eater, he should have thought about what he was saying. (P) Also, environment. He scored himself an 8 out of 10. So how much does he care if he drives a car. (N) So, he is a big no, I think again he is naive. (S) I think he has misunderstood ethics. (M) I bet he is a nice person. 97.

(S) You could be a miserable person and still be ethical. (P) You can be a nice person and not be ethical. (N) I think we all try but there are major contradictions. (M) I eat meat, but I care about animals. (S) But I wouldn’t rate myself high. (P) Me neither. (N) But maybe I would by accident because I would go into this much detail (S) I still don’t think I would. I think I’m, I feel like my thought process might be, but when it comes down to that, I’m not, so then surely that just means I’m not. GEORGE’S PROFILE (M) Who’s George? White British. Hockey interest, traveling. Transport choices driving my car. Shopping choices roughly once a month. Dietary requirements meat-eater, politics Labour, religious beliefs, none. Family plans, maybe marriage, kids and lots of pets. Um, life goal of mine to be successful and work for myself. Social cause I care about global warming. I get along with people who are kind and easy going. I take pride in my work ethic and we will get along if you are funny. (N) Oh my God. He believes in himself a lot. Like at the bottom of ratings. He’s very driven, isn’t he? (S) He has given environment, equal rights and healthcare all high marks. Why isn’t education high? (P) Well he doesn’t go to uni. (N) I think he’s quite privileged. He plays hockey. (DY) If you knew that his family were like a conservative family and then he tries to vote late, would that make you think like he cares more? (P) No, I would think maybe he’s just going to try to go against his parents. It would make me think a few things. I’d be questioning, is its social media? Is it because that’s his view? It might possibly be his view, but I’d need to know more information. (W) That is the same with everyone though. (N) That’s my thought process. I’m just let you know what was going on in my brain. (P) He has put all those bars really full, some are full, but he is doing nothing about it. So, it is not 10/10, like he is probably not going to protests or boycotting brands or signing petitions online. Probably not. (S) So, you think signing petitions online makes you ethical? (I) Might make you a 9/10. (N) Somewhat you are interested in what is going on in the world (P) I think he has interests, but he doesn’t go out of his way. He likes to say he cares more than he actually does (DY) Do you think having lots of pets and that is ethical? (W) I think it is irrelevant. (P) Is he going to have pets that are going to die otherwise like is he going to adopt pets that are fully grown. (S) Yeah, adopting is more ethical than going to a breeder. (M) What kind of house does he have, does he have a big garden? (W) Maybe he is talking about a farm which is quite ethical. (N) Maybe making his own milk, getting his own eggs. (P) Is that ethical though? (N) Well, you can control the environment your animals are brought up in. (W) You know where they are coming from 98.

DANIEL’S PROFILE (N) Moving on to Daniel, 24, he’s white, British, interested in games, films and TV. His travel choice is walking for close or trains. Now that’s an interesting one. Shopping choice once every three months at Primark. (W) Once every three months. That is good. (N) Dietary requirements meat eater, politics he’s central left. (M) So, about lib dems. (W) Religious beliefs, agnostic and atheist. (S) That’s interesting because that’s when you believe there’s something. (N) So, family plans to have one at some point. Two kids, most likely. A life goal of his is to live in a nice house. A social cause he cares about is prejudice and stereotyping. He gets along with people who are laid back. He takes pride in being good at what I do. (M) What is he doing? (W) He is a junior level director. (N) He gets along with you if you are happy to have a laugh and then down here. So, he’s gone like 10 out of 10 for education, equal rights and probably like a nine for environment and health care. But he has only given himself a seven out of 10 for being unethical. (W) Ok let’s look at the facts. Transport choices are good. Shopping once every three months. Good, but from Primark bad. Meat eater bad. (P) Primark is changing their practices. I know fast fashion is bad, but the operation is a lot better. (N) So, Primark isn’t the lowest of the low? I thought it was. (S) No, more like Zara (P) But if he’s only shopping every three months, he doesn’t strike me as a big shopper. So, if you just go and just buy a pair of pants or the necessities, that is quite good. (W) Words to describe me boring hahaha that is cute. Inquisitive. He takes pride at what he is good at. (M) I might even vote him a yes. (DY) Can you be ethical and eat meat. (W) Yeah, it depends on what meat you buy there is so much more available as well. It is not just about eating meat. (N) But if he is shopping at Primark is, he going to be buying organic meat? (P) There not related! (S) Oh, as in price point? (W) I would say they are not related. (N) I would say they are; it is you shopping habits. If I am shopping at Primark, I will probably buy my food at Aldi (P) Maybe he would rather pay more for food than clothes though. (N) You could get what you need from somewhere else. Like I could go to M&S, I don’t know if they’re very ethical, but they could be more ethical if he’s only buying a pair of pants every three months, he could get that from M and S. (M) I will say I’m well now I think about it a lot more like what clothes I buy, but I would never, I don’t know why, but I just never buy like battery cage and eggs. (DY) So you think there is a stigma towards buying specific stuff that puts you off? (P) Yes! (S) Yeah. But then someone might really, really care about animal abuse but not really care about other environment problems. (N) People I live with buy the battery eggs and I’m like, why are you doing that? And they’re like, because I’m poor and I’m like it’s a pound more a week. I don’t know why they do it. 99.

(DY) So is there anything else you could argue on his profile that could be swayed either way, ethical or unethical? (S) I’m just going to say meat eater. That was probably the least ethical, I guess. (W) What about video games? That’s a lot of electricity. (P) That’s his job. (S) But also, what sort of video games is he playing? They can be unethical guys. Um, I feel like it’s pretty interesting that you put prejudice stereotyping. (N) think he picked that because he’s older, I reckon probably more moral, ethical opinions. (S) The older you get; I think the more informed you become. Not saying young people can’t be informed. (M) I think it’s because when you’re older more things matter to you. (DY) So, would you say it’s unethical to like lower the voting age? (S) Yes. I don’t think 16-year olds should vote. (M) I’m unsure sure. So, I am impartial. ALEX’S PROFILE (S) Next. (N) I’m not sure what to say for him. (S) I feel like I don’t agree with his rating though. (M) Cool. Let’s go. Hobbies running, NFL, transport choice always drives his car. Shops probably a few times a year. Politics central liberal. Religious beliefs agnostic, family plans marriage was one to two children max. (S) Interesting. But is that because of ethical beliefs? (W) A life goal of mine is early retirement. A social cause I care about is mental health awareness. (P) Oh, that’s an interesting one. (M) I get along with people who are easy going, kind, humorous. I take pride in my house. We will get along if you don’t take yourself too seriously. (S) words to describe me sarcastic, overthinker, competitive. (M) but he hasn’t rated these very highly. (S) That’s what I think is better. (M) yeah, when you’re more realistic. I think I really care about the environment. But I’m not like amazing and don’t show that I care about the environment, like I would rate myself a 10/10. (P) But you don’t care about it enough or you do something. (M) I did try being vegetarian, but I couldn’t do it. (S) No one is 10/10 amazing I don’t think. (M) I am not 10 out of 10 amazing but I care about it a lot, but this is about how much you care. (S) Yeah, but caring is more than just a word, its more than just your thoughts. (P) Yeah. Actions speak louder than words. (W) There is a difference between what you say and what you do. (M) What do you think Greta Thunberg cares about the environment? (S) Um, I would say she’s probably the closest to a ten. (W) I think she does everything she can to be ethical. (DY) Do you think with Greta, in the position she is in is ethical because she is a child and she’s speaking about it? (M) She speaks about that though but that is the whole point like it’s so bad that she’s a child and she’s having to speak about the issues. 100.

(P) I think it will really mess her up when she’s older (W) Yeah, like from such a young age and it’s also, majority of it is so negative and hate towards her. (S) But then also it’s, it’s difficult because it’s like she started off doing it for the right reasons. Like, she’s raising awareness, the way it’s been taken from everyone else’s unethical. (DY) So is it trendy to be ethical, and Greta has made it trendy? (S) no, I don’t know. I think she’s been doing this for a while now, like it’s just unfortunate that it is the process, I think it’s become more interesting of her because it is trendy now, but I don’t think she did it because it was trending. (N) You know, that extinction rebellion. I was watching one of the sky news documentaries on it the other day and they like followed one of these girls. She was 19 and they were asking her why she joined it and she was basically saying, Oh yeah I used to do this and then I saw it one day and she was basically saying that she followed it because it was a trend and she like took it to the extent she got arrested and everything, but like I’m sure when she was in it then she did think those were her views but she started it because of the fad and I think a lot of Extinction Rebellion could be asked how ethical is that, there is so many contradictions. There was a big fallout from it was like how they affected people’s work. (S) I also think it’s interesting those who were a lot older, their social causes are different like prejudice and mental health awareness. Whereas all the younger people have all the same. They all care about climate change and environment. But is that because they actually care about it or is it because it’s current and it’s hot? (DY) Do you think this is related to personal experiences and like what they have struggled with or the people around them have struggled with? (S) There is more personal perhaps. Whereas like saying all those are the people saying that they’re ethical because they care, it’s not because they care about it deeply or personally. They care about it cause everyone else cares about it. (P) Yeah. Question. If you had to fill it in what would be your social cause? (S) Oh, interesting. I think mine would be equal rights. I don’t know if there’s one that specifically sticks out there for me. I think equality in general in this country. (M) I would’ve put the environment. (N) I don’t know if I’d say equal rights. I think it would be about how people are treated like opportunities. Like opportunities or access to things. (W) I really don’t know. (M) Maybe I would actually do the state of our prison services. (P) Maybe euthanasia, but that’s like personal experience. Experience defines ethics. SAMANTHA-JOANNE’S PROFILE (S) Last one. Who’s reading it. (M) I’ll do it. Okay, she is 26 from Redditch. Her job title is a search account director, her hobbies are snowboarding, gym and skiing. Very sporty, interests are snow sports, football and sports. Transport choice car, Ford Fiesta ST. Shopping choices every three weeks at Vans, Adidas, Urban Outfitters and River Island. She has allergies but no requirements. She’s a Democrat. She a Catholic, she wants children. This is interesting, a cause she cares about is domestic abuse, rights for women, children and LGBTQ community. Nobody has said LGBTQ community. (W) That might be because none of these relate to that community. (M) so, she gets along with people who are genuine, honest and she takes pride in her work, friendship and family. 101.

(P) isn’t it weird she takes pride in her work, friends and family, my house and being good at what I do. And then all the other ones are like my body, my appearance, my fitness. (M) Democrat? she looks like she knows nothing about politics. (W) She probably meant Lib dems. (N) Down here she has put 10/10 on equal rights. (S) That goes with what she said. (N) She’s only put six out of 10 rating for how ethical she is. (M) I suppose she shops a lot. (S) Well I think that’s good, and the lower you are, these people are more realistic. (P) She’s not ethical at all. (M) she loves snowboarding and skiing. She’s probably got lots of planes or drives a long way. (W) Likes sports, she is watching a lot of TV. (S) It is only really equal rights. (N) she’s cares about domestic abuse and the rights of women. Do you think that’s what she’s experienced? (S) It’s very niche thing to put down as something you care about. (M) She cares about LGBTQ, maybe because of family and friends. (P) I’m going to say no. (S) No, I think that as well. (M) Who do you think is the least ethical? (S) Some of those girls at the start. Let’s get back. (W) Rose a lot and often she shops once a week. (P) Yeah. (W) No, no. That girl that shopped once a week. (S) What number is she? She is definitely but she is vegetarian and avoids dairy products. (N) Who did I say? I thought someone talked a big game, one of those boys. He’s younger. Naive. (M) That’s why he’s unethical. He’s young and naive. (S) There’s only one I gave a yes for being ethical (P) Dan, he walks or get trains, he shops once every three months, like he cares about prejudice and stereotyping. (DY) Okay, so you think it’s impossible to be an unethical person without compromise in your life? (S) you can’t be fully. (DY) if you don’t have money is it harder to be ethical? (S) Yeah, you can be. I think it’s harder if you don’t have a lot of money, you’re probably not going on holidays as much. (P) You’ll probably be more ethical because you don’t have a lot of money, then you’re probably buying bad foods for dinner rather than buying nice fruit and vegetables. (N) If it is ethical based on your carbon footprint... There is a lot more based on ethics and there’s so much more to consider of ethics t

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6.5.5 Focus Group - Resources

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5.5.6 Focus Group - Completed Resources

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6.5.7 Blank Interview Questions General Questions 1) How would you define ethics? 2) What do you believe is the purpose of ethics? 3) Do you believe you are an ethical person? If so why/not? 4) What are your core values? (e.g. respect, trust, ownership, equality) 5)Do you consider ethics in your daily life? If so how? 6) How do you define an ethical person? What characteristics do they hold? 7) How would you describe an ethical person? 8) Do you believe it is harder to be an ethical person today? if so why/why not? 9) Do you see a brands response to ethical consumers as authentic or a money grab? 10) What do you consider when making a purchasing decision? 11) Do you give to charity? 12) Do you see any of your decisions conflicting with any of your core ethical values? 13) Can you tell me about a time where your ethical stance was compromised? 14) Do you believe you ‘practice what you preach’ ethically? Situational Questions 15) Do you ever use your computer at work to shop online or plan holidays? 16) You are at a restaurant and they do not add something to your bill. What would you do? 17) Would you tell someone if they dropped a £10 note on the floor? 18) Do you challenge yourself to “do the right thing” 19) Do you care where and how your clothers or other products have been made? 20) Do you ever lie? 21) What do you do if you see a child lost in a supermarket? 22) Would you ever donate an organ? 106.

23) Do you always tell someone if they have food in their teeth? 24) If someone is wearing their jumper inside out, do you tell them? 25) Do you speed? 26) Have you ever faked plans to get out of something? 27) Have you ever cheated on a test?

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6.5.8 Interview Answers Name: Isobel Hall Age: 21 Date: 19/12/19 1) How would you define ethics? “The morals that better how the world is run” 2) What do you believe is the purpose of ethics? “Because if we did not have ethics society would be chaotic, like the purge, humans really need order to run. Ethics definitely makes the world more pleasant” 3) Do you believe you are an ethical person? If so why/not? “I believe in some ways I definitely am an ethical person but in others I definitely don’t think I am. I think I am because I am pescatarian, I was a vegan for almost two years before but on the other hand all my clothes are from fast fashion websites, I frequently but throwaway plastic bottles and I don’t consider ethical problems when buying stuff” 4) What are your core values? (e.g. respect, trust, ownership, equality) “Currently I think respect and trust are the most important values to me, followed by enjoyment and being carefree. Those are my immediate values I think about” 5)Do you consider ethics in your daily life? If so how? “I have to think about this one! I think in some respects I do consider them quite thoroughly. Due to my eating habits like not eating meat I have to consider them frequently and I also have a moon cup which means that I am causing less disposable waste on the planet. Though I do buy a lot of single use plastic, but I always feel guilty when I do” 6) How do you define an ethical person? What characteristics do they hold? “I would say an ethical person has to always be thoughtful and consider their decisions thoroughly, they must be charitable and willing to give. They have to be righteous too” 7) How would you describe an ethical person? “They would be thoughtless, careless, ignorant, greedy and probably a bit dim!” 8) Do you believe it is harder to be an ethical person today? if so why/why not? “I think it is much, much easier to be ethical today. I think this because when we were younger there was no discussion on how our actions impact the planet and people, so people didn’t know their actions has repercussions. Now there is so much being talked about especially sustainability, the information on ethical problems is so much more in your face so you know what changes you can make. When I was younger, I didn’t realise ethical actions had such an impact”

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9) Do you see a brands response to ethical consumers as authentic or a money grab? “It depends on the brands, I think. The brands that started off with ethics definitely have it built into their businesses and stand fully with what they believe. These are the brands that I think are authentic, but I think big chains like Waitrose who recently took plastic packaging off some of their products do it to look better than competitors not because they care. I think the TALA is a good example of an authentic, ethical brand and they really do care about the planet” 10) What do you consider when making a purchasing decision? “Price is what matters the most to me at the moment. I then buy items based on their popularity and if it means I can fit in with the current trends. The last thing I consider is whether the item suits me” 11) Do you give to charity? “I do give to charity, yet I don’t do it regularly and wish I did it more. I always make sure to sponsor people if I see their GoFundMe pages on my social media accounts yet there isn’t a subscription for charity that I do every month” 12) Do you see any of your decisions conflicting with any of your core ethical values? “Yeah they obviously do but I try not to think about them. Now, I eat dairy products it does conflict with my views especially the ones I had when I was fully vegan, yet I still eat these products every day. I also buy fast fashion a lot despite fully knowing the harms” 13) Can you tell me about a time where your ethical stance was compromised? “One time when I was still vegan, I went for a big family meal for my Grandad’s birthday and it was a tasting meal where they didn’t have a vegan meal. I then had the vegetarian meal which included lots of cheese, bread and chocolate. To make it worse, it was the same week a homeless man died of pneumonia in Birmingham and the very expensive meal made me feel so greedy, unethical and distasteful” 14) Do you believe you ‘practice what you preach’ ethically? “Yes, I think I do, but that is only because I make sure I don’t preach my values too much, so I am not held to anything or responsible for compromising my actions” Situational Questions 15) Do you ever use your computer at work to shop online or plan holidays? “I used to use my phone all the time in lectures if I wasn’t interested in what was being talked about” 16) You are at a restaurant and they do not add something to your bill. What would you do? “I would say something but only if it was a large portion of the bill because I would feel very guilty but if it was something small like a side dish or a drink then I would onehundred percent pretend that it didn’t happen, not say and not pay” 17) Would you tell someone if they dropped a £10 note on the floor? “If the person who dropped the money was close to me when it happened, but if they weren’t, I would pick it up and take it for myself” 109.

18) Do you challenge yourself to “do the right thing” “Yes, generally I do constantly try to do the right thing, but I can be lazy and not think” 19) Do you care where and how your clothers or other products have been made? “I do think about it and I am aware of the issues, yet it is not enough to stop me from shopping at certain places known for being unethical” 20) Do you ever lie? “I lie quite frequently but I believe that small, little lies will not hurt anyone” 21) What do you do if you see a child lost in a supermarket? “I think it depends on my mood! If I was in a good mood, I would make sure to say, “are you ok?” and try help them find someone like a parent or a cashier. If I was in a bad mood, I would really hope someone would help first. It is bad but if I was in a rush and didn’t have much time, I would probably leave them” 22) Would you ever donate an organ? “I definitely would after life, and whilst I was alive, I would have to consider a lot more depending who it was for” 23) Do you always tell someone if they have food in their teeth? “Only if I knew them, I would never if I didn’t know the person” 24) If someone is wearing their jumper inside out, do you tell them? “I obviously would if I knew them and if I didn’t it would be too awkward to say” 25) Do you speed? “Yes! I speed almost all the time. It is a really bad habit, yet I do it for convenience and sometimes I don’t even realise that I am doing it” 26) Have you ever faked plans to get out of something? “I do this loads, I just do it when I have felt like not going to something but I don’t have a good enough reason for cancelling. I normally say I have an emergency, which is quite bad!” 27) Have you ever cheated on a test? “Yes, I have on both big and small tests. I cheated on my business A level as I looked at what the thirteen-mark question was before the exam which meant I could learn how to get the top marks”

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Name: Anna Phillips Age: 22 Date: 19/12/19 1) How would you define ethics? “I see it as relating to morals. I think it is rules and choices put in place in order to be morally correct” 2) What do you believe is the purpose of ethics? “It is probably needed so people are aware of the appropriate ways they should treat one another” 3) Do you believe you are an ethical person? If so why/not? “Yes, I personally think I am a very ethical person… Well I am actually not in terms of animal ethics and animal rights as I am a big meat eater and some beauty products, I use most likely have been tested on animals. But in terms of human ethics I think I am because I believe I am a nice person” 4) What are your core values? (e.g. respect, trust, ownership, equality) “Currently I think respect and trust are the most important values to me, followed by enjoyment and being carefree. Those are my immediate values I think about” 5)Do you consider ethics in your daily life? If so how? “I do! I sound like I don’t because of some of the products I buy but I always try to do the small ethical things like remembering a bag-for-life and using a reusable water bottle” 6) How do you define an ethical person? What characteristics do they hold? “They are always generous and have a good set of morals that do not change, they are respectful and inclusive too” 7) How would you describe an ethical person? “Just not caring in the slightest, careless with their decisions and overall very selfish” 8) Do you believe it is harder to be an ethical person today? if so why/why not? “No, brands are now forced to be honest and direct about their practices. I think that it is a selling point to be ethical so brands will tell customers more, so you know if you’re being ethical or no and you can see more availability of ethical practices” 9) Do you see a brands response to ethical consumers as authentic or a money grab? “That’s a tricky question, I would have to say it is a bit of both and difficult to differentiate. Some brands are more authentic than others, like lush who are known for being very ethical, but some companies definitely do it because they have to” 10) What do you consider when making a purchasing decision? “Primarily price and usually it is a spur of the moment decision where I don’t consider things, I just feel like buying something”

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11) Do you give to charity? “I do work for two charities where I help people with special needs, but I do get paid. Realistically, I don’t think I would do the work as much if it wasn’t for the money” 12) Do you see any of your decisions conflicting with any of your core ethical values? “Yeah, probably more than I would like to happen. I had to buy a plastic bag yesterday which I wouldn’t normally do” 13) Can you tell me about a time where your ethical stance was compromised? “I have lied in the past about not having change to give to people in need, but I have and wanted to keep it for myself” 14) Do you believe you ‘practice what you preach’ ethically? “I say I mostly try do the right things and align myself with my claims, but it isn’t always possible” Situational Questions 15) Do you ever use your computer at work to shop online or plan holidays? “Yes, I do use my phone at work in short bursts frequently even though I am not meant to, but sometimes I get bored and distracted” 16) You are at a restaurant and they do not add something to your bill. What would you do? “If it was a meal, I would feel too bad to not say. If it was something small I probably wouldn’t” 17) Would you tell someone if they dropped a £10 note on the floor? “Yes, if I saw I who did it and I was sure it was there money, but if not, I would not hand it in” 18) Do you challenge yourself to “do the right thing” “No not always as I don’t think that deeply into the purchases I make” 19) Do you care where and how your clothers or other products have been made? “Sometimes I do, I do try! I shop at ethical brands but there are some that are not particularly ethical. I will always make sure to make some ethical choices like I always buy free range eggs” 20) Do you ever lie? “Yes, I do although I don’t lie very often but they are just small white lies!” 21) What do you do if you see a child lost in a supermarket? “Ask if they are alright, I wouldn’t leave it until I let a member of staff know” 22) Would you ever donate an organ? “Yes, after death definitely, but whilst I’m alive it depends on what organ and who the recipient was”

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23) Do you always tell someone if they have food in their teeth? “Yeah I do if I am close with them, but never someone plays who plays no significance in my life” 24) If someone is wearing their jumper inside out, do you tell them? “Again, I would straight away if I knew the person” 25) Do you speed? “Sometimes, I try not. I find it hard not to” 26) Have you ever faked plans to get out of something? “Yes, I did last night because I couldn’t be bothered but didn’t want to upset the other person. I never make an excuse that is dramatic because I am scared it will happen” 27) Have you ever cheated on a test? “Yes, I must have but it would not have been an exam or something unimportant”

Name: George Ives Age: 21 Date: 29/12/19 1) How would you define ethics? “The way people should act, as in with the right intentions” 2) What do you believe is the purpose of ethics? “To make people think about what they do before they do and act in a nice way to everyone and for everyone” 3) Do you believe you are an ethical person? If so why/not? “Kind of. I don’t do anything too bad that is illegal or will harm others, but I don’t go out of my way to help others a lot of the time. I am ethical as I am nice, I give to charity and have an ethical stance on issues” 4) What are your core values? (e.g. respect, trust, ownership, equality) “Being nice to people and looking out for others best interest especially those in need” 5)Do you consider ethics in your daily life? If so how? “No, not really. I try to be pleasant to people” 6) How do you define an ethical person? What characteristics do they hold? “They would be charitable, kind, loving and good all round” 113.

7) How would you describe an ethical person? “Someone who doesn’t consider others and does things that affect people in other ways. I’d see Trump as very unethical as he took kids from their families, he is pretty much a racist and he is in power” 8) Do you believe it is harder to be an ethical person today? if so why/why not? “No, its not harder or easier. People should know the requirements to be nice and treat people as equals and fairly. There is greater awareness towards ethics through the media, which is unethical because of fake news but there is some awareness being created towards important issues” 9) Do you see a brands response to ethical consumers as authentic or a money grab? “I am not really that well and don’t think I see many. I presume most of them are a money grab.” 10) What do you consider when making a purchasing decision? “How good I look in it! I also look into the price and the brand but about how well its known rather than if it has good ethical practices” 11) Do you give to charity? “Yes, often dog ones or to the homeless. I probably only donate once a year because I get sad at adverts, I see but it doesn’t give me much gratification” 12) Do you see any of your decisions conflicting with any of your core ethical values? “No, because I don’t see it or consider things when I make decisions. I don’t care as much as I want to” 13) Can you tell me about a time where your ethical stance was compromised? “I can’t really think of one right now, but on nights out I have had to consider whether to take my friend out who’s in a bad way or carry on enjoying myself” 14) Do you believe you ‘practice what you preach’ ethically? “Yes, because I definitely try to” Situational Questions 15) Do you ever use your computer at work to shop online or plan holidays? “Yes, all the time, until I get caught. I try see what I can get away with and do the bare minimum when I am at work” 16) You are at a restaurant and they do not add something to your bill. What would you do? “Leave, pay and definitely not say. I would leave a tip because it is a custom” 17) Would you tell someone if they dropped a £10 note on the floor? “Yes, I always would. Unless I couldn’t see anyone there.” 18) Do you challenge yourself to “do the right thing” “No, I never do” 114.

19) Do you care where and how your clothers or other products have been made? “Slightly, I wouldn’t shop at Primark or sweat shop places, but I don’t look into brands and research them in massive detail” 20) Do you ever lie? “Yes, quite frequently” 21) What do you do if you see a child lost in a supermarket? “I would definitely try help to find its parents” 22) Would you ever donate an organ? “Yes, I am currently on the organ donation register” 23) Do you always tell someone if they have food in their teeth? “Yeah I hate it when people don’t tell you because they think it would be rude” 24) If someone is wearing their jumper inside out, do you tell them? “Yes, always” 25) Do you speed? “Yes, all the time but never near speed cameras and that’s the only reason I wouldn’t speed” 26) Have you ever faked plans to get out of something? “Yes, probably because I don’t like the person, but I don’t want to hurt their feelings” 27) Have you ever cheated on a test? “Yes, many times”

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6.5.9 Consumer Observations Date: 19/12/19 Studying: Isobel Hall and Anna Phillips Activity: Christmas Shopping and Lunch Arrival – 12:21: • Isobel and Anna arrive at my house at 12, they are running a bit late • I am alerted of their arrival through a message on social media • We are on the way to go shopping at Solihull, on the way we are taking a detour to pick up another friend who does not drive • I get in the back seat of the car and we swiftly move to our next destination Dorridge – 12:50 • Anna was picking up our mutual friend as a favour as she could not get another lift and her car was being shared with her sister. Anna did not ask for a payment for doing the favour and was more than happy to do it for free • We arrived at a supermarket carpark and made a quick stop there, so no one had to pay for parking • Anna began to call the friend to let her know we had arrived and to meet us at the car, she was still driving at this point • We quickly drove off to the next location Arrival at Solihull – 13:15 • We arrive in Solihull shortly after the last stop • Anna decided to park at Solihull School, where her dad works. Parking at this location means that she can use her dads pass and not paying money for parking, despite it only meant to be used by him Getting into the shopping centre – 13:15-13:30 • The school’s car park was not directly in the centre of town meaning there was a short walk to get to the shops. This led to us going though different shops where we had no intention of buying products but instead, we were using them as walkways. • During the short walk, both Isobel and Anna commented on the good carol singers who were fundraising for charity but neither of them chose to donate any money • The journey into town was quite quick as people were hungry and wanted to get food straight away Food – 13:30 • Despite planning on going to Wagamama’s the situation changed because of queues and wait time. • Isobel stated that “she would rather not eat than go to Pizza Hut” when discussing other options of places to eat • The final decision was to go to a chain restaurant which mainly sold burgers • Both Isobel and Anna grew increasingly impatient when waiting to be seated as the customer service was slow and they were not being shown any attention by staff • It did not take long to decide on the order, and we waited again to get seen to by a waiter. As the service was still slow, frustration and annoyance were growing. • Isobel and Anna commented on how slow the service was and were both showing to be visibly annoyed, however they did understand that there was only one server working that shift 116.

• The orders were taken: • Anna ordered a chicken burger, chips and a milkshake • Isobel ordered a falafel burger, chips and a milkshake • The waiter promptly came back to the table to inform Isobel that her order was not available because there was limited stock, but he could change it to accommodate to her wants. Isobel became unconfident in the restaurant and was stressed about what food was to come. • The food did not take long to come after the orders were taken. The drinks came out much later which annoyed both candidates and they wondered if they could get a discount off them. • No one finished their entire meal and there was some unwanted food left on the plates that would be thrown away • Paying was done fast as Isobel suggested paying for the whole bill on her card as she was not happy with the service and didn’t want to stay much longer. However, Isobel and Anna both claimed student discounts on their food despite neither of them being students. There was an agreement not to leave a tip either as they didn’t believe the restaurant deserved it. Shopping: Tiger: • Anna described the store as being “filled with tat” and explained how most of the products she would “use once and never again” • Isobel laughed at some of the gift she previously received from Tiger and how she had never used them • They both agreed that all the products from the stores were just “stocking fillers” and good to add as a throw in present Bravissimo: • We entered the store to buy a gift voucher but on arrival Isobel was shocked and laughed at the sizes and some of the styles of the products. This led to a sales assistant asking if we were interested in the products, which was turned down rapidly. Lakeland: • Anna saw items she liked but explained how she would “never use them” but enjoyed their aesthetic • Isobel found a present that she considered buying but decided it wasn’t right as she wasn’t sure if it was a pointless present that might be a “waste of money” Zara: • Anna picked up several sequin dresses claiming that she “needed a dress for New Years Eve” • Isobel wanted to buy a jumper which was almost identical to the one she was wearing at the time • Anna said she really liked a bag but argued she had just received a new bag as a birthday present, Isobel replied “you can never have enough bags!”

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Hawkins Bazaar: • Anna suggested visiting this store as it could be good for cheap and funny Secret Santa presents • Most of the items were seen as throwaways that wouldn’t be used • Isobel and Anna spoke about the products they had received in recent years being waste of money resources as they had no purpose. Yet they both said they wanted to get silly, pointless gifts this year for friends. Accessorize: • The main purpose of entering the store was the 30% sale promotions • Anna was looking at purchasing some jewellery that she could wear if she lost anything, she currently wore • After looking for the best and cheap purchase nothing was found, leading us to move on to the next store Topshop: • Quick scope round the score but nothing particularly was of interest • The skirt a friend had bought Anna was in the sale in Topshop. Isobel suggested Anna bring the skirt back to get a bigger refund and buy the sale skirt back with more money to spend on other items. • No one was particularly drawn to anything for sale John Lewis: • Isobel was desperately looking for presents but she did not know what to get someone, this resulted in her buying “overpriced chocolate” as she was unsure what else to get • Anna dropped something on the floor and failed to pick it up Mark & Spencer’s: • Isobel found some alcohol she wanted to buy for a product • The cashier made a mistake as she got confused during conversation and Isobel failed to correct her • Anna bought a bag for life with her shopping despite her car only being a short walk away and her being able to easily carry it

Date: 29/12/19 Studying: George Ives Activity: Walk, Shopping and a Meal Out Arrival – 12:30: • I arrive at George’s house in Suffolk at around midday • We quickly leave to get on with the day’s activities 118.

Car Journey • The roads in Suffolk are very quiet and not that busy, this led to George speeding a lot and explaining it is fine because “there is no speed cameras in Suffolk” • The journey was around 40 minutes and included George venting his frustration surrounding his family over the Christmas period. • During the trip, George picked up two phone calls and asked me to change the music on his phone multiple times Walberswick – Arrival • Once we arrived at the small countryside village, it was very busy which was causing George a lot of frustrations • There were loads of people walking aimlessly on the road which George was reacting badly too, he commented “why are people so stupid” as he had to keep stopping and starting to prevent hurting them. • We eventually made it to the car park and parked the car. George used some of the change he had left in his car to pay for parking. • He locked the car and checked that all sides of the door were locked. It is unclear why he was so worried about his car. Food – Meal Out • George was recommended a spot to go for lunch, which is the first place we visited. • When we arrived at the suggestion, it was packed which lead to George being annoyed • The restaurant had number of families in there making good use of the end of the Christmas holidays. George asked the waiter if there was any space anywhere which the waiter replied, “if you could find one”. This was not the answer George was hoping for yet still replied with a thank you. • After deciding there was no way we would find somewhere to sit, George instructed we leave and try find somewhere else. • Once we were seated, we ordered, George ordered a meat pate and fish and chips. • He paid but didn’t leave a tip despite saying that the waiter was a really nice guy and went above and beyond to give good service. Walk • It was George’s idea to go on a walk, as he said the area was nice, the weather is good, and it is a completely free activity • Similarly, he was recommended the walk and was annoyed how muddy it was • On the way there, George decided to not get the short ferry across to the other path as we were capable of walking and he didn’t see the point yet on the way back because he was tired, he wanted to get the ferry • We walked for about an hour just having chats about what George wanted to do in the summer, he explained he wanted to save his money to go travelling • On the walk we followed walking paths and chose to not take shortcuts which involved walking on people’s land Shopping: • The walk led us to a little seaside town where there was a number of shops • George said it couldn’t really be bothered to look in them but explained he had some Christmas presents he still needed to buy despite the festivity already passing • George did not know what to get the people he had to buy for and kept emphasising that he could not be bothered to look • He resulted in buying the person some alcohol, explaining that it was easy to go with

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6.5.10 Photo-Semiotic - Slides

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Photo Semiotic - Introduction

Slide 1 - R. Kelly Discussion

Slide 2 - Kanye West

Slide 3 - Politics and Celebrities

Slide 4 - Ethical Leaders

Slide 5 - Greta Thunberg Discussion

Slide 6 - Greta Thunberg & Transparency

Slide 7 - Authenticity of Ethics

Slide 8 - Charitable Donations

Slide 9 - Unethical Endorsements

Slide 10 - Ethical Pressures

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6.5.11 Photo-Semiotic Focus Group - Transcript Date: 14/01/2020 Participants: • DY – Dominique Yearby (Mediator) • AT – Annie Taylor • CDS – Charlotte Dudley-Smith • HE – Helena Evison • DB – Drew Boden • RT – Rose Tovell • CC – Charlie Carter DY: Hi, thanks for taking part in this focus group. So let me explain, I’m going to show you a number of different photos relating to current notions and ethical dilemmas. I want you to tell me what you think, if you believe it’s right or wrong and what you believe the outcome should be because of their actions. Um, it that ok? CC: Yes, I understand. DY: Okay, so the first one is R Kelly. I am going to ask some questions to aid discussions and get your perspective also. So, he’s been scrutinised, and a documentary came out in the last year about his unethical behaviour, this involves manipulating young girls. He has got away with a number of bad things because he is a celebrity, what do you think of this? And do you think this happens a lot with celebrities, that they get away with certain things because of who they are? HE: Yeah, I think they have a lot of power over people because they have a lot of money. CC: They can afford too. RT: and also, people don’t suspect that they’d be doing that. DB: Because people idolise them and they don’t see any wrong in them. AT: Yeah, like I look at the Caroline Flack situation that’s just happened. I personally think that she will probably get away with it because she’s female and she’s a celebrity. CDS: And she has deffo paid her boyfriend or ex-boyfriend to withdraw his comments about it. DY: But, do you think this is something that has changed over time that celebrities are more accountable now compared to like five years ago, 10 years ago? AT: No, think of Jimmy Saville. RT: and OJ Simpson HE: They just get away with it. DB: I’d say more people could get away with it more back in the day though, before like social media. HE: It also came out after he died because people didn’t want to upset him when he was alive, but so, but now it’s happening more when people are alive so clearly people want it to come out more. CDS: like Gary glitter and shit like that. A lot of people that are alive... CC: and Rolf Harris. CDS: they still get away with it. AT: I think it’s always happened, but I think people turned a blind eye to it more in the past and like R Kelly getting scrutinised and stuff. RT: especially on social media and stuff. HE: because we would talk about stuff so much that they can’t just ignore it. People are always going to talk to about subject now. CDS: It’s a sensitive subject, but it isn’t now because it is talked about. 122.

DY: do you think people have a short attention span when it comes to these issues that you see on social media? HE: People forget about it straight away. CDS: You want to read about it and then you’ve read it and don’t care. AT: I think it kind of depends, like big names like Robin Thicke, I feel like you’d always associate him with being like morally wrong. He is the guy that did the blurred lines. So yeah, but then at the same time I feel you still going to dance to like his song in a club and you’re not going to be like im not participating. HE: I will listen to playlists with R Kelly on and he’s come on randomly and like it won’t haven’t even crossed my mind, like I won’t have thought about it. DB: So yeah, it’s the same with Michael Jackson. HE: It obviously doesn’t impact me that much. CDS: Yeah, he was in a really weird situation when he was alive, but everyone did think weird things, but no one ever spoke up at the time. I think people are more confident to speak up about things when they die because they’re not going to be questioned and no one’s there to prove them wrong. So whether it’s true or not, they’re more likely to like not face criticism. CC: I don’t know if I believe in the Michael Jackson thing. AT: I think I do DY: There’s now a campaign as well. It’s called mute R. Kelly and they are trying to get R Kelly’s music off Spotify and same with Michael Jackson, they’re trying to get him to have no royalties for his music because he’s linked to child abuse, do you think R Kelly’s music should be taken off and like deleted completely or do you think that you still should get the accomplishments from this all those. RT: No, I agree. HE: Yeah. AT: No. RT: What does R Kelly even sing? DB: I believe I can fly, Ignition, bump and grind. CDS: To be fair he would still be getting money from if it’s if it still online. AT: I think a better incentive would maybe be donation. The money to go to, it is a bit weird, but like ChildLine. HE: Yeah, that’s a good idea. I think it is endorsing it, giving you money. But at the same time, they aren’t endorsing what he’s doing by listening to his music that’s not saying it’s all right, AT: but then I feel that it’s kind of fucked up to listen to his music and be donating it to charities. CC: I like the way YouTube works where it’s demonetises things if its unethical. CDS: Yeah. CC: Some videos if they like, if it’s copyright for example, it is demonetized or if it a sensitive subject. It should be the same with Spotify if he is impacting, wait what is his case. HE: He has taken young girls in and groomed them, hes told them they will be popstars and brainwashed them. CC: I think if he is proven in court that he is guilty, then he shouldnt receive any benefits. DY: He has gone to court and got cleared despite it obviously being him. It’s been shown on pop culture shows and made a joke out of for what he has done... HE: I think that is so disrespectful to the victims. RT: They are taking the piss a bit. CC: If someone chooses to buy the song or whatever, they are choosing to buy it but if they hear it in the club that is different. Because he shouldn’t get money for that. 123.

HE: I don’t think his music should be public, because it is endorsing it is fine like he is alright. CC: If you think about it in business or in retail, then people would be dismissed it should be the same in music. DY: If he had sponsorship deals do you think that he should be dropped straight away? CB: Oh yeah 100%. CDS: 100% DY: Right, next. Obviously this Kanye West. Um, what do you think of some of his extremist views. And my other question is that he’s recently come out with his recent albums all about his religion and he’s got his choir. Do you think it’s ethical that he’s making money on the back of religion? RT: It depends if it is genuine. DB: But how can you tell? CC: I think to a certain extent. AT: He is potentially genuine, but it is a bit as if he is brainwashed. CDS: To be honest, he has been brainwashed because he has found God in rehabilitation or whatever. HE: If you look at the Pope in Rome and stuff like that, he’s covered in like gold and all this shit. Everyone’s throwing money at him. It’s the same thing like giving money because of everyone interested. DY: Yeah. He said an interview recently that two years ago he was like completely broke and he’s mad something crazy this year based on like the album and him finding God do you think that’s like ethical? CDS: and he isnt shy to say that. DB: Like i think if he wants to make creative things due to his own beliefs he can. CDS: Everyone is DB: He must be passionate about his religion and his beliefs, so be it. HE: If he didnt like it or wasnt interested, then he wouldnt have made it or made that much money. DB: Yeah exactly. CDS: And people that follow what he follows in that gospel and stuff like that, they probably enjoyed it. Well im not religious but I would like to think they support it. DB: I think he would make money whatever he was doing, people will buy whatever because of his name. HE: He did go bankcrupt a couple years ago so clearly he is doing something right. DB: That was to do with his Yeezy brand I think. HE: I think it is doing quite well now. AT: I think if you take the money out of the equation, he probaly still be as religious as he is now. DY: So, this is just a headline about him becoming running for president in 2024. Do you think it’s ethical that celebrities and politics are intertwining so much? CC: No, I don’t like it. CDS: No offense to him but at one point he was very unstable he might be reformed now and now he thinks he can run a country? CC: He hasn’t got knowledge of business and how the economy works. RT: Neither does Donald Trump but. HE: Donald Trump has too much knowledge on how to manage business and that’s all it’s about to him, just capitalism and making money. AT: I think politicians are just unethical anyways, it makes no difference.

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CDS: I think it would make people dislike him and his music if he was to gain a position of power. Not everyone likes politicians and everyone’s got different views. So if you don’t like his view on politics, it’s more than likely you end up not liking him or you wont like listen to his music. If you get what I mean. DY: What do you think politics is going to be like in the future? Do you think celebrities should be allowed to be politicians? Do you think more famous people like influences are going to rise to have more power? RT: Maybe. DB: I’d definitely say so. Um, I think it’s quite good as well though. Like in a sense because I think like political correctness and stuff like and the way like everyone sees like all like certain people in power have to be so perfectly spoken and everything like I don’t agree with that personally I think like they should be able to be themselves a bit and have a bit of personality. AT: I think as well, like look at Emma Watson, like she’s a celebrity and actor, she is like smashing it with like ethical issues and activism. I don’t think it’s necessarily a bad thing. I think they’re given a platform and it’s up to them what they choose to do with it. But then I feel like you would trust Emma Watson more. HE: like someone like Kanye West hasn’t actually done anything to benefit people. AT: Yeah, I think you should lead up to that point. But you can’t just run for president because you think you have a bit of money. DY: So, Boris Johnson, what’s your opinion on the prime minister? Do you think he’s a good ethical leader and do you think his position of power impact you in anyway. CC: I think he’s unethical. Only because in the UK we have so many different religions and he’s just not very, I mean he’s made certain remarks that are offensive. I think as a leader you should be quite respectful. AT: Well my friend, he’s gay. To be honest. He like, although it probably won’t directly affect him, he was like almost scared from Boris to become in power because if he dislikes minority groups, he has the power to do something about that. CDS: Sounds like Hitler. AT: He probably wouldn’t. DB: But we have come so far. RT: and other MPS and stuff that they just wouldn’t endorse it. But I just think to have to have a prime minister that has those views that when we’ve been such a progressive society just makes, us look like we have gone two steps. AT: That’s kind of the same with Donald Trump. CC: I think people were worried about Jeremy Corbyn getting in because he was so antiSemitist. DY: Do you think you struggled with the election because you couldn’t relate to one group or for one person to run. CC: 100%. DY: what was it that you were looking for that person and what characteristics of someone would you think would be needed for Prime minister? AT: Someone that is unbiased. DB: Someone you can trust. I’d say they both have flaws but it was just who you could trust the most. AT: A lot of people trusted Corbyn but just didn’t trust that he was going to perform what he said he was going to. CC: I didn’t trust him because everything he was saying was so unrealistic and it’s like brilliant what you were saying is a perfect community but it’s not going to happen or where was he going to get his money from. There needed to be an in-between with the two running. 125.

RT: Yeah, an in-between or middle ground. DY: Ok Greta, what is your opinion, do you think she is a good ethical ambassador? DB: Yeah. CDS: Why doesn’t she go to school? RT: Her point is she has given up school to fight climate change. HE: I think she is good for our generation, but people like my mum are like what is she doing because she is ridiculing all their generation and making them feel like who are you to say we are to blame. DB: Yeah, I don’t know. Just because she is a kid, I can’t help to think she has been placed there as an emotive tactic. AT: My dad said that. CDS: There is conspiracies about her, being forced to say what she says. RT: I think because she is a child people are caring. CDS: But I think, yeah, she is grabbing attention, but it is the same with extinction rebellion. I just think you are being so extreme, to drop out of school or education when the whole purpose is about educating people. CC: though without making that kind of noise, would anyone really listen. RT: Yeah. CC: People like UN leaders are listening. AT: Yeah but are people really listening. RT: I don’t know anymore about climate change because of her, I just know about her. CDS: It’s just causing disruption now. AT: I think there is obviously awareness and the UN said if we don’t change it in 11 years it will be irreversible, but that statistic resonates more than Greta. HE: I personally think it is positive, although she is a child and might be exploited but as a young person, she has power to be like you’re being idiots RT: To be honest, it is not like we can make a difference with businesses, they are going to make the difference, we need laws. AT: I think it is really bad because she has autism it could be manipulated. DY: She has said on multiple education I am an uneducated teenager like people need to take it more seriously, do you think people are? RT: Yeah. AT: It is more about a buzz rather than making action or change. DB: Putin did a response, saying a lot of the things she said isn’t necessarily true or possible. I know he isn’t the best person to go off but... HE: It is more about the bigger picture. AT: I think she has deffinitely drawn attention to the cause, i feel like an adult wouldnt be taken seriously either but becase she is a child it gives a new dimension and severity. DY: This is a photo on her social media posts, she said about the struggles of not using planes and how busy it could be. Yet she did not report that she was upgraded to first class and treated well by the staff who exposed this. What do you think of this? Does this change your perception? CC: Yeah. AT: Yeah that does. RT: Completely. HE: Did she do that on purpose? CC: Yeah, she has deliberately not been transparent. DB: She failed to mention.

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CC: Relating to that it is like Sam Thompson on Instagram, saying, I can’t believe I got upgraded to first class. It’s like, well, you’re on Made in Chelsea, your girlfriend is on Love Island! Course you did. HE: At least he is grateful. CC: Yeah, but at the same time you’re famous. With her she should have been honest and said. AT: You would have thought she should have addressed this. HE: It’s not the full story. AT: How much is she being exploited by her team though? CC: You would want this perception. HE: Yeah but when it comes out it looks bad. AT: Did you not see the quiz game, who has been the climate change activist and she answered Sharon. Then Greta changed her name on Twitter to Sharon for bants. She is so being told what to do. DB: That’s good to be fair. CDS: She has properly become a meme to be fair. AT: At the same time, it is like what you said. For her to let go a little bit kind of makes her seem more relatable. DB: Doing stuff like that gets people talking and they want to follow her. CDS: She is a smart one. DY: So, you think she’s pawn in the game? AT: I think she is a bit of a puppet. DB: Yeah, I think she is told what to do and what to say. CDS: How old is she again? DB: 16. CC: She looks about 12. HE: She is older than I thought. DY: Ok, this is a campaign for Pornhub. They said for however X amount of watches they get they will spend time cleaning up ocean plastics. What do you think of this? Does this challenge your perceptions? Does it make them more or less ethical? CDS: I think it is good but why, what are they getting out of it. HE: Doing it for the sake of it. AT: But why. CDS: It is so off brand. DB: It is a nice thought. HE: Donate. AT: Brands must think of ethics all the way through. HE: They need to be consistent. AT: What fits with their brands or their values. DB: I think it is clever. Obviously, porn is quite taboo, and people don’t talk about it. I think a lot of people don’t realise how much traction that site gets, so this being on the front page and this helping to some charity. Why not? AT: I think, there was an influencer and donating the money for Australian fires. That is for personal gratification she isn’t doing anything out of the order, this is clearly her niche. So, to do that she isn’t getting anything out of it. DB: I think it is clever. DY: It doesn’t make them more ethical then? CDS: No. CC: They should do something like women trafficking. HE: Yeah, something more in line like with sexual something. 127.

DY: So, the LMVH group donated 200 million to the Notre Dame fires, do you believe it is an ethical donation or do you compare it to other disasters. The current one in Australia is saying where are the big donations now or celebrities donating small amounts of their funds. HE: Kylie Jenner did that after she received criticism, which kind of takes away. CC: I think it is good she didn’t say, like some people do it for the sake of saying they have. AT: I think it can be quite motivational though like people see others doing it. What is the negative of? CDS: I think her saying she did it, was to say to people to back off. AT: Quite interesting in that LVMH donated to Paris because Paris is full of designer shops. Why was that? You look at Australia right now and where are their donations? Again, it’s in line with their business and where their business operates. CDS: Isn’t Louis Vuitton French? DY: It became a bit of a thing because soon after, there was mass fires in the Amazon, and they didn’t initially donate a thing. Then when they were getting backlash they donated 8 mil. RT: Why should they donate so much? DB: I think everyone criticises too much today, no one can do anything right. HE: It’s a church thought it is just heritage. CDS: Yeah but it is one of the biggest tourist destinations in Paris. DY: True. DB: I think it is justified, it is personal and close to home. I think if there was something near home that was close to your heart you would donate rather than the other end of the country. AT: Yeah, I true. RT: There’s disasters every single day. AT: I think like they’ve done that bit now. So like maybe look to another brand. DY: Do you think all and brands should have a charity initiative or work with charities? HE: I think so. RT: yeah. DB: If there successful. AT: Yeah, obviously you have to look at specific brands and how they operate to get profit. Yet big brands like LV should, we all know they can and should have other initiatives as well. DY: So, Kim Kardashian endorses a number of things on her social media, do you think there is anything wrong with this? Do you believe it is ethical? Do you see any dangers? RT: I think yeah, because of her target market and the age group. She is so well known so these kind of things should not be allowed. Especially as she idolised by so many people AT: I remember in school she was endorsing those weight waist belts. My friend actually came into school bearing in mind we were like 15 wearing one. I don’t think you are even fully developed when you are that young, like she is training her body to be a different figure. CDS: Kim’s body is not made from that either. CC: Exactly, younger people are easily influenced. That seems quite quick fix as well, making you want to try it RT: That is my main problem with the Kardashians, I may be an anomaly because I don’t like them at all. Young girls are so impressionable though. That is what I really dislike about them, like because they make girls get their lips done and then she got them take out. People will do what she does and she gets so much money. 128.

DB: However, they are their own people and they get their choice. AT: This is wrong. DY: Do boys have similar things? DB: Not really, not as bad. I would say people on love island gives you an impression on how you look, I don’t know. I don’t think ads appeal as much. AT: I think people know a lot more, like people know about endorsing. RT: If I scroll through Instagram I’d probably be like that weird thing. But I dont think I would think anything of it. It’s not until it like blew up on social media that I was likely, yeah, that’s actually quite wrong if I’m not aware of how bad it is. AT: Girls get way more conscious over their appearance. HE: Boys can be obsessed with the gym though. DB: That is true. DY: Do you think that it is good as well that Love Island contestants are media trained as soon as they leave? Cause it’s not as organic DB: Don’t think it is a necessity. AT: I think they need it for the intense response they are going to get. DB: This is the last one, about Meghan Markle who has faced a lot of scrutiny. Can this be argued as wrong. RT: Yeah. HE: YES! CC: It comes with the job; the nation is split to caring or not especially with how much they cost us. We are a community where people should do what they want to do. I think it is scary. AT: I agree, you shouldn’t be told who to be in love with but maybe it is needed for this role. RT: That is like arrange marriage though. HE: It is part of the responsibility. DB: They have said they don’t want to be paid. CC: but they will. AT: I think they are given too much slack. CDS: They don’t want to work with mainstream media though that is weird. RT: It is not allowing greater awareness. HE: The media should be trusted but it is not. DY: Do you feel like everyone needs to be transparent? Why do we believe in involvement? HE: They have responsibility to us as taxpayers. CC: but they’re people, they deserve respect. AT: It is weird concept.

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6.5.14 Industry Insights Date: 13/01/20 Participant: Holly Macey, A to Z Creatives 1) Ethics commonly relates to ‘doing the right thing’, this is especially important in modern business. The overview of your job roles indicates that it is important that employees at A to Z creatives feel supported, respected and are treated fairly. Why do you believe this is important? I think when people feel positively about their roles/the company it improves productivity immensely. I know from personal experience that when I feel valued, I work a lot harder because my hard work is being recognized. There’s also not that fear that if you need to leave half an hour early for the dentist, that you’re going to get in trouble which improves work life balance. It’s all too easy for people high up in a company or people who have been there a while to think they’re more important. At A to Z, everyone brings value to the team, whether your entry level or a manager. The practices we’ve put in place means that everyone feels valued. We’re a team not individuals in the same office. We also deeply care for all our employees so want them to feel positively about every aspect of their lives, including their job. 2) I was aware that a first aider was a legal requirement for businesses, but I was not aware that mental health aiders was a role that had been implemented. If possible, could you tell me what this involves and why it is necessary? Mental Health first aiders are not yet a requirement. However, it’s estimated that by mid 2021 that this will be a requirement. A mental health first aider is trained following a similar regime to a first aider. We’re trained to look out for signs and symptoms that someone is suffering, how to approach the person in a way they’ll be open to and the best way to help them/refer them to help. It’s estimated that an employee without treatment/health for a mental illness will cost employers £1,300.00 per person. Mental health first aiders are by no means doctors, but having someone clued up means that when someone is suffering, we can help before anything bad happens. Q.3) The team welfare aspect of your job demonstrates the opportunity for employees to indicate how they are feeling. How easy is it to implement changes and what considerations need to be made in deciding whether to implement these changes or not? It was a huge learning curve when we first started doing these meetings, some people didn’t open up and some people asked for things that were plainly unreasonable. I also had a lot of ideas and implemented them myself. If I’m completely honest, the outrageous ones we don’t even consider. The more reasonable and plausible requests, I’ll take them to the directors of the business and we’ll review them together. We consider the effect on other employees, the cost, what it would mean for the business and what positive effect it would have on the individual as well as the longevity of the change. Most suggestions will be on a trial basis and from there we’ll then review in 3 month’s time. The main thing is that no idea/ change is too big or too small. Even if we were to say no for now, it might be suitable to the company in future.

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4) Businesses donating and working alongside charities has increased in recent years. How do you decide what charities you want to work with? Every month I am on the lookout for new charities. We generally work with ones local to us as they are easier to have a proper relationship. People will recommend charities to me and I’ll reach out to them. We’ll then meet up for a chat and I get a pretty good gage of whether we’d be able to help them. It tends to be a cause close to mine, or one of the company directors’ hearts and that we can make a real difference to. Rather than handing over some money we like to see where the money goes, so if a charity has a specific event or product they’re trying to fundraise for, we can see directly where the money is going. Q.5) Why do you believe it is important for brands to give to charities? I personally have experienced the benefits of charities so I think my answer would be a bit different from other people. I was homeless or ‘sofa surfing’ for a while in my teens and without the help of a charitable organization I wouldn’t be where I am today. This year we made a donation to that same charity, almost 10 years later. It’s all about putting good things back in to the world. I’m all for leaving the world a better place then you came in. On a wider scale, if you have the means, everyone should make some kind of charitable donation. They say most people are only 1 paycheck away from being homeless and I think we could be better at remembering that. Q.6) You mentioned in regard to charities that you may run a workshop or give supervision support. What does a workshop or supervision involve, have you got any experiences you could share relating to this? We’re in the process of planning a ‘mental health and first aid’ training day. This will be where I pinpoint the key information I’ve learnt on my courses and convey them to the rest of the team. Things like how to spot if someone is struggling and what to do. Supervisions is the team’s chance to ask any questions about anything in work and talk through any worries they’re having. I’ve been a part of the workshops previously and everyone comes away with a lot more information and feel a lot more comfortable talking on ‘taboo’ subjects. It’s also an opportunity to dismiss any stigmas attached to mental health. I often give examples of my own mental health struggles so that individuals know I can relate. Q.7) You speak to fellow employees about their welfare, both personal and professional, yet where do you believe you have to draw the line? Are there boundaries put in place of what should and should not be discussed at work? Why/why not… Everything I discuss with employees is completely confidential, unless someone is at risk. All staff are fully aware of this and it is up to their discretion what they share. There is no ‘drawing the line’ as such. It’s a role where I am essentially a ‘friend’ in the office and they can discuss anything. Most of these chats happen outside of the Office environment which means individuals tend to open up a bit more. If there is ever anything I think needs to be escalated, I will make the person in question aware of this. The conversations I have with people are very individual and I think more than anything they’ve set their own boundaries, they’re welcome to come to me with anything but at the end of the day, they know I am a manager at the company.

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8) Do you believe having good ethics improves work life and employee performance? 100%. I think giving employees feeling valued is the main way to ensure they give their all in to their job. When employees feel valued and trusted I think there’s more of an incentive to work to the best of their ability. I also think that having good ethics and individuals knowing that we, as employers are understanding and flexible will give a great morale in the office. A fun place to work always tends to be more productive. Because the work we do is very creative, the best way to encourage this it to make sure someone is feeling inspired and having a strong work balance is key to this. 9) What ethical considerations do you think are needed for brands today? I can emails on a daily basis from brands or companies that want to collaborate with me or my company. The main things we look at are sustainability and environmental impact. We have a clothing brand and conduct a thorough check on how/where/what materials are made to produce the garments. We look at brands morals and how they treat their staff, that they are in line with the UK governing body. Something we consider very highly is how much waste we produce as an office. We have an incentive at the moment to cut down our collective use on single waste plastic. We’ve also asked brands that send us items to send with no/minimal packaging. Q.10) Due to increased consumer consciousness, do you believe it has challenged how businesses operate and trade? There’s definitely been more awareness for consumer consciousness over the past year or so but because we’re very environmentally conscious anyway, we’ve always worked in an ethical way. I don’t thin the rise in awareness has affected us too much. However, we do make it clear to brands we work with that we would like to have full details on their policies and how they work. This in turn will have had a huge affect on how they operate and trade. They need to up their game or companies, like us, will go to brands that are making more ethical considerations. I think this is just the start and the sooner strict consumer laws are put in place, the better. Q.11) As the business works a lot on social media, are you more conscious of your impact and how you want to be seen? Everything we do at A to Z Creatives get picked up on. We have to be so conscious of wat we do or say, but I think everyone could do with a bit of this. I feel like we’re paving the way but to be honest, the ethical ethos we’re trying to portray is genuinely what we believe in so it’s not that hard. We’re setting the example so it’s not so much of a chore as something to be proud of. Everyone in the team is aware that they are representing the company in whatever they do, just like in any job. I personally am very conscious and calculated in what I do. But it’s easy to consider, if you feel like something is wrong, more often than not it is.

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12) Your job already seems to have many ethical considerations to better employees working life and leave a positive impact when working with charities. What do you think is to come? I’ll constantly be thinking of ways we can improve, both in house and working with other brands. The next thing I’m working on is to try and make sure people get some time away from their screens. Whether that be your phones or your laptops. I would also like to monitor how much people check their phones during personal time. It’s hard when our jobs are 24/7 but having a good work/life balance is key to a healthy life which is my main priority. I’ll continue to take employees ideas on board and can’t wait to see what comes. Maybe we’ll start shouting about all the ethical considerations we put in place and it will give other companies ideas. We just need to prove it works first! 13) What do you think will happen to businesses/brands that fail to be ethical and consider their impact in the next couple years? I think people are already beginning to recognise what is a healthy working environment and what is it. I would like to think the businesses would take note and put ethics first. Not only would this improve their productivity, but probably their staff turnover too. Businesses/ brands that don’t do this I would think were at risk of falling behind what is legal and lose out on a lot of custom from companies like ourselves that want to work with forward thinking brands. I think ultimately we’ll see a rise in ethical companies and those with less consciousness of what they put out will go out of business, or at least, that’s the way it should be!

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Date: 19/01/20 Participant: Jill Matthews, Sutton + Grove 1) On your about Sutton + Grove page, you said ‘we believe our choices, our voices, our actions and the way we live life matters’. Why do you believe these choices matter, especially in today’s society? I think it’s important that we all take responsibility for the choices and actions in our life and this doesn’t just relate to the big decisions, but also the small things - daily choices. More than ever because of how social media is, we can really speak up and use our voices and actions to make impact where we may not have been able to in previous years. This causes problems in some cases but I also think that it can create positive change which has been seen through examples like companies banning plastic straws, or larger corporations like IKEA incorporating more sustainable initiatives into their business. 2) When and why did you think it was needed to create a blog to promote a more responsible life? I started Sutton + Grove with my husband Luke for a personal accountability and journey. Initially when I decided I wanted to start making more conscious choices with fashion and everyday life I didn’t know a lot of brands I could shop, so that’s really why I started my blog - to create a space where I could discover conscious brands that I could shop and share with others. Q.3) Where did your interest for conscious living arise from? I’ve always been that person who asks “why” about everything ever since I was little. When I started University many years back in Global Development, the first course I took shared a lot of information and history on the world economy and it really opened my eyes to the realities of modern consumerism and how important it is to know where our stuff comes from and why we buy and live the way we do. Q.4) As a blogger and influencer, do you believe your voice online is important to raise awareness on ethical issues? Yes, but I also really believe actions speak louder than words. So many people want to be social media influencers or bloggers and it seems that there’s a lot of “experts” in this space. I’ve never claimed to be one myself, and what I like to do more so is just tell other’s stories and share my experiences through actions. If that makes an impact along the way then that’s great! Q.5) What do you believe is next for Sutton + Grove? We’ve just recently moved from traveling full time to the UK and have been tapping into the European sustainable business space which has been exciting. I’m looking forward to discovering more sustainable brands from this part of the world and showcasing them on Sutton + Grove.

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Q.6) I love that you see the bigger picture of living consciously, which doesnâ&#x20AC;&#x2122;t just involve ethical fashion. How did you educate yourself on issues and incorporate new methods to live a more ethical life? I think this has come from watching documentaries like The True Cost or Before the Flood, reading other blog posts from fellow sustainable influencers, and I also love to travel and have done quite a bit in the past years. Traveling to different parts of the world with an open mind can really help expand your world view especially when you go wanting to learn and observe.

Q.6) What do you see as the biggest limitations for embracing conscious living? Have you experienced any big limitations? The cost for products is a big one. I am fortunate as a blogger to receive a lot of products to review, however when I want to make purchases myself I find that each item has to become an investment because the price point is quite often a lot higher. This can be a good thing though and Iâ&#x20AC;&#x2122;ve chosen to incorporate more of a minimalistic approach to living because of that.

141.

6.5.15 Consent Forms

142.

Consumer Profile - Candidate 1

Consumer Profile - Candidate 2

Consumer Profile - Candidate 3

Consumer Profile - Candidate 4

Consumer Profile - Candidate 5

Consumer Profile - Candidate 6

Consumer Profile - Candidate 7

Consumer Profile - Candidate 8

143.

144.

Consumer Profile - Candidate 9

Consumer Profile - Candidate 10

Focus Group - Candidate 1

Focus Group - Candidate 2

Focus Group - Candidate 3

Focus Group - Candidate 4

Focus Group - Candidate 5

Interviews & Observations - Candidate 1

145.

146.

Interviews & Observations - Candidate 2

Interviews & Observations - Candidate 3

Photo Semiotic Focus Group - Candidate 1

Photo Semiotic Focus Group - Candidate 2

Photo Semiotic Focus Group - Candidate 3

Photo Semiotic Focus Group - Candidate 4

Photo Semiotic Focus Group - Candidate 5

Photo Semiotic Focus Group - Candidate 6

147.

148.

Ethic-o-meter - Candidate 1

Ethic-o-meter - Candidate 2

Ethic-o-meter - Candidate 3

Ethic-o-meter - Candidate 4

Ethic-o-meter - Candidate 5

Ethic-o-meter - Candidate 6

Ethic-o-meter - Candidate 7

Ethic-o-meter - Candidate 8

149.

150.

Ethic-o-meter - Candidate 9

Ethic-o-meter - Candidate 10

Ethic-o-meter - Candidate 11

Ethic-o-meter - Candidate 12

Ethic-o-meter - Candidate 13

Ethic-o-meter - Candidate 14

Ethic-o-meter - Candidate 15

151.

Ethic-o-meter - Candidate 17

Industry Insights - Holly Macey

152.

Industry Insights - Jill Matthews

6.5.16 Gantt Chart

153.

154.

155.

6.5.17 PESTLE POLITICAL • As a result of the 2008 recession, the British Conservative executed a campaign of austerity. Consequently, there was severe cuts to public spending, this impacted public services, national health services, education, housing support and much more (Christophers, 2019). • The political landscape has experienced instability and uncertainty in recent years, as a consequence of unethical leaders being placed in a position of power. The election of characters like Boris Johnson and Donald Trump, has left consumers feeling divided, overlooked and fearful of the future. (Linden, 2017) • President Donald Trump claimed that climate change was not a real issue and that it was invented to fear society. The evident disregard for political figures is angering society as they do not believe that the severity of issues are not being taken seriously (Wordland, 2019). • New figures are beginning to get their opinion heard in the political landscape. There has been a series of newcomers who have pushed their way into a position of power, these people are resonating deeply within society and are aware of problems first-hand. This includes Alexandria Ocasio-Cortez who is majorly changing politics in the US (Pitofsky, 2019).

ECONOMICAL • The gender pay gap has been a universally deliberated ethical matter in the last couple of years. There has been a vast amplified effort to confront the issue that impacts females in the majority of trades (Petter, 2020). SOCIAL • Pop stars have vowed to reduce their impact on the planet caused by global touring. This included deeper considerations on their impact, their carbon footprint, banning single-use plastics and promoting recycling methods. • The distress related to climate change is poignant society today. Mental wellbeing has been compromised by the severity of the environmental issues, this has resulted in individuals feeling anxious and frightful (Ro, 2019). • Apparent correlation to a spike in voting registration the day, British Rapper, Stormzy endorses labour (Harrison, 2019). Demonstrating that influential figures are using their presence to voice issues that matter to them

156.

TECHNICNOLOGICAL • The implementation of modern technologies like AI, robots and AR is constantly rising in modern society. Many individuals are concerned about the ethical implications associated with these technologies, this includes the technology taking over and compromising their wellbeing (McGregor and Stott, 2018). • Social media data is being used to target consumers and influence their opinions on matters. Facebook encountered a vast scandal because they released the data of 87 million people without their permission to Cambridge Analytica. This data was obtained unethically and is question if it impacted the US elections results (Wong, 2019). LEGAL •Corporate Social Responsibility (CSR) is a progressing business practice necessary in their operations. This promotes businesses making good ethical decisions and mostly they are the basic provisions required by the law. This could lead for businesses to be seen as ethical, yet they are only doing the simple necessities (Schooley, 2019). •The General Data Protection Regulation (GDPR) is an EU law that informs privacy law for new technology. GDPR allows what can and cannot be done with your data and how it is used (Parker, 2018). •There are numerous ethical laws not implemented in the UK to ensure workplaces are a safe, equal and fair place. The laws include no discrimination or harassment, no fraud or misrepresentation, working time directories and minimum living pay. ENVIRONMENTAL •The Swedish youth activist Greta Thunberg was named Time’s 2019 Person of the Year. The teenager gained global awareness for her efforts and commitment to the climate crisis movement, similarly she has inspired thousands of students to protest in climate strikes. •There has been a shift in eating habits, individuals are opting for a conscious diet including plant-based foods. In the UK, veganism has risen by 300% in the past five years (Meyer, 2019), suggesting consumers are making ethical changes to their lifestyle. •Extinction Rebellion has become a prominent environmental campaign group in recent years. The group has received mass media attention for their peaceful protest’s methods, their methods have been both supported and criticised by society (BBC News, 2019).

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6.5.18 Scenario Planning Relevance High Self-Image Status

Political Backlash Environmental Anxiety

Veganism

#Metoo

Youth Activism Cancelled Culture

Environmental Engagement

Immediacy Low

Immediacy High Gender Pay Gap Digital Detox GDPR

AI, Robots, New Tech

Relevance Low

Conciousness • • • • • • • • • •

Multi-use everything Everything has a purpose No waste Transparency Walks a lot Not a lot of public transport Tracking devices Media - only pressing issues Yoga lifestyle Electric cars

• • • •

Maximalism

Minimalism • • • • • •

Packaging on the rise Diesel cars Simplistic attitude Nobody participates in voting Further education at a new low Blogs and influencers decrease as they do not have an audience

• • • • • • • • •

Ignorance

158.

New technology on trains, planes and other public transports to limit pollution but keep the industries and dont restrict lifestyles Impact always minimalised Media fully exploiting people Labels on clothes fully explain the implications of making, society is aware of what they are buying into

Clothes subscription services everyday Online shopping arrives within ten minutes Spoilt attitude Fake news Throwaway culture Charity shops and charity initiatives fully extinct Corruption in all public services Unauthentic brands - no mission or purpose CSR does not exist

Conciousness

Polarised Planet

Euphoric Universe

• A vigilant landscape, where transparency is at the heart of everything. Actions are calculated and balanced, impact is always considered a top priority.

• Conscious consumption is the norm, people can live their most fulfilled lives without encountering any ethical guilt.

Minimalism

Maximalism

Can’ t Be Bothered Culture

Selfish Society

• A contempt for political and global goals, consumers just do not care. An unmindfulness attitude is present in everyone.

• Out of sight, out of mind. Consumption is at a new high. Subscriptions, corruptions and fabrications is everywhere.

Ignorance

159.

6.5.19 Networking Table Name

Company

Form of Contact

Reply - Y/N

Sophie Slater

Founder of Birdsong

Beth Greenaway

Senior Sustainability Manager at Zalando

Sian Conway

Founder of #EthicalHour

Linkedin, Email

Kwame Antony Appiah

Professor of Philosophy Linkedin and Law, writer of â&#x20AC;&#x2DC;The Ethics of Identityâ&#x20AC;&#x2122;, The New York Times writer of The Ethicist

Lucy Greenwood

Creative Director & Co-Founder at Lucy and Yak

Comet Chukura

Founder of Glow

Shalize Nicholas

Founder and Designer at Linkedin Madia & Matilda

Greta Thunberg

Notable Youth Activist

Instagram

Grace Beverley

Founder of Ta/la and B_nd

Instagram

Chessie King

Social Media Personality

Instagram

Jill Matthews

Founder of Sutton + Grove

Yes

Jasmine Mayhead

Founder of Ethical Made Easy

Yes

Claire Frankil

Heritage Donations for National Lottery

Yes

160.

Name

Company

Form of Contact

Reply - Y/N

Emma Wright

Ethical Life Blogger

Yes

Brie Anna Faye

Blogger at Ethically Curated

Yes

Holly Macey

Word of Mouth

Yes

Hermione (@revival.collective)

Office Manager at A to Z Creatives Founder of the Revival Collective

Mayisha (@ohsoethicalguide)

Writer, blogger and youth Email activist

Yes

Nina Barough

Founder of Walk the Walk

Overview This table validates that a wide scope of networking was conducted to try to ensure industry experts to partake in research for this project. All experts were considered to aid the discussions and gain detailed analysis from people with experiences related to ethics. Networking was conducted with founders of ethical brands and blogs, established writers, influencers who consider their moral stance and more. The majority of network was unfortunately unsuccessful, this may be because of time constraints, confidentiality and lack of contact. Each expert that was contacted was sent a unique and personally tailored message based on their experiences or job role. This was in order to benefit as much as possible from their insights. The networking element of this project proved more difficult than first expected and restricted the collection of insights. Some of the candidates that replied to the message did not all manage to complete the questions asked in the time period or contact was lost. The candidates that replied assisted the progress of this project.

161.