What is an ethical business? 10 ideas to create an ethical small business.
Infused throughout everything that happens at Alana Jade Studio is my passion for calm, simple and kind living practices. Part of this includes a commitment to ethical business practices - a commitment to not just do no harm, but to leave a positive social and environmental footprint.
Over the years, I’ve spent quite a lot of time researching, refining and designing an online business that aligns with my values and honours my commitment to show up ethically.
This is something that my clients and peers often comment on, so I thought I’d give you an insider’s look into what this actually looks like in my web design business.
And perhaps you’ll find some inspiration or ideas of how you can start creating positive change through your own business too.
Here’s what an ethical business looks like to me.
01.
Working with ethical brands and businesses
I choose to work only with businesses and people who are helping to heal our world and I say ‘no’ to industries that actively contribute to old, harmful ways of being.
This might seem like a no-brainer but, at times, can be quite challenging. I’ve had moments in business where a potential client has presented themselves to me at a time when I really needed the work and could do with the income and yet, this client didn’t align with my core values.
This has looked like saying no to a beauty business because their products were tested on animals and saying no to a company that hunts animals for sport. I also tend to steer clear of designing websites for most product-based businesses, leaning more towards service-based businesses because I don’t want to contribute to consumerism.
Additionally, I do not advertise on my website (I don’t want to encourage consumerism) and, only on rare occasions, do I recommend the services of trusted people who I have personal experience with myself.
02.
Pricing transparency
Being transparent about pricing, I believe, is one of the many ways we can treat our website visitors with dignity, helping them make informed decisions as to if the services on offer are within their budget.
In doing so, any shame that may come with receiving a higher-than-expected quote is removed, their time and energy is respected, and their nervous system is nurtured.
I explore the topic of price transparency in more detail in this article.
03.
Marketing with consent
You might have noticed that I don’t have a free opt-in anywhere on my website. That’s because I don’t like this method of growing an email list – it’s never felt right to me.
Instead, visitors to my website are free to sign up to my mailing list here, by answering just a few questions (this also helps me to understand what their challenges are and how I can help my audience more).
On this same page, I’m transparent and honest about what is going to happen when they join the list. So they feel confident in handing over their email address to me.
Their consent is not assumed (as is industry standard) but rather, an explicit ‘yes’ is sought.
I also don’t follow the industry norm of using automated email sequences or sales funnels in my business. As someone who has a sensitive nervous system, I don’t like receiving automated emails in my inbox, and I assume the people on my mailing list don’t either.
If you’re interested in exploring the topic of connecting and selling without using opt-ins or sales funnels, you can listen to an interview I did with Quiet Marketing Business Coach Dani Gardner at this link here.
04.
Giving things away for free
I advocate for women being paid for their years of knowledge, skill and wisdom.
While it’s currently industry standard for women to give away free resources in their businesses (like opt-ins), I prefer to pay women for their creations, and be paid for mine.
This exchange feels like I’m honouring that woman’s time, effort and knowledge. It also means I don’t feel like I’m being “tricked” into giving my email address away – which is how I often feel with free opt-ins… do you feel this way, too?
As individuals, I believe that we can set new precedents and create new norms in business, so that all women can receive higher incomes and be remunerated for their expertise and hard work.
05.
Ethical websites that are kind to people and the planet
After experiencing burnout, my nervous system couldn’t take the overload that we sometimes experience from the internet.
Quite organically, because of my own needs, I started designing websites that are gentle on the nervous system – and discovered that there’s a whole realm of people and businesses out there who appreciate and desire this kind of experience when they are exploring websites, too.
Hence, my philosophy for kind and calm website design was born!
As I’ve explored this further over the years, I’ve realised that creating kind and calm websites has many benefits for the planet too. Kind, calm and minimal design reduces the carbon footprint of our websites and businesses (cool, hey?)
06.
Staying on brand, not on trend
I believe that one of the kindest and most ethical things we can do is be intentional about what we share online in a space that is already polluted with ‘noise’.
Because of this, I don’t subscribe to trends like reels and posting content just for the sake of showing up. Rather, I believe in quality over quantity, and share in a way that is intentional, resonates with my values, and that honours people’s time and wellbeing.
Here’s an article where I talk more about this.
07.
Donating important causes
I’m concerned for our planet particularly in the area of climate change. I also feel incredibly passionate about supporting our First Nation’s people, which is why I send a monthly donation to Groundswell Giving and ‘pay the rent’ to Firesticks Alliance Indigenous Corporation.
Plus, with the Australian Government continuing to fund fossil fuel industries, I figure that donating some of my income to causes that I’m passionate about means that less of my money goes in taxes to a government whose ethics and values do not align with mine.
08.
Ethical banking (and investing)
I choose to bank with The Australian Mutual Bank because they have no record of investing in fossil fuels, nor do they support animal testing, live animal export, persistent chemicals, gambling, deforestation, or military weapons and equipment.
My super is also with an ethical superannuation fund.
You can read more about my journey with ethical business banking, and get step-by-step instructions for changing to an ethical banking provider in this article.
09.
Commissions and affiliates
My business thrives from referrals and, where I can, I offer a small commission to the business women who send web design clients my way.
Why do I do this?
Firstly, referring someone on to another creative/service provider takes time, energy and research which I feel passionate about remunerating people for.
Secondly, if it weren’t for these women thinking of me and sharing my work, I’d have to spend thousands of dollars on Facebook and Google ads.
Instead of giving that money to big business, I get to give money to another woman who is also building her own business.
10.
Pay a living wage
Something I’ve observed, and have experienced myself in the online business world, is that many women underpay each other - sometimes to the point where they are unable to meet their basic living expenses.
Worldwide, women generally earn less money, have less super, and have to work in a way that jeopardises their health and wellbeing, just to make ends meet.
Through my business, I love to credit the incredible work of the team of specialists who are behind the scenes supporting Alana Jade Studio and I’m dedicated to paying people a wage that I believe isn’t just a fair remuneration for their support, but that is ethical and supports them to thrive.
Want to learn more about creating a business that’s aligned with your values?
Listen into this interview where we explore how to create a feel-good business that aligns with your values and is supportive of your nervous system – perfect for those of us who are highly sensitive or recovering from burnout.
