Do the Right Thing

In today’s global economy, it is at long last possible to make both the ethical and profitable choice in business

Top five worst excuses not to go green, go safe and go responsible:

1. It’s too expensive.
2. One person can’t make a difference.
3. It doesn’t fit my lifestyle.
4. The quality of the products just isn’t as high.
5. I don’t know where or how to begin.

Sometimes it is tough to get going in the right direction, which is probably the reason for annual promise-making rituals such as New Year’s resolutions and the Christian tradition of giving up certain habits during Lent. Human beings are creatures of habit who find it difficult to change without a helping hand to force them into action.

As consumers and distributors who buy and place purchase orders daily, is there any investigation being done to discover the who, what, when, where, why and how behind the products being bought and sold? Could it be one of those things where a helping hand is necessary to initiate change? In your business, do you find the research and requirements overwhelming?

If you said you could use a little help, you’re not alone. Fortunately, there are suppliers, both retail and promotional, happy to fill in the gaps and give ethical choices to buyers. Following a model of “conscious consumerism,” EDUN, an eco-aware, socially responsible and fashion-forward apparel company located in Dublin, Ireland, was founded by rocker Bono and his wife, Ali Hewson back in 2005. Christine Driscoll, business development manager for EDUN LIVE, EDUN’s promotional line, provided insight into the company’s mission and the impetus behind their recent launch into the promotional arena. “Consumers have the power to make real positive social impact through making ethical purchases,” explained Driscoll. “Ali and Bono recognized this and decided to launch EDUN as a means to effectuate change on the ground in developing countries and in the minds of fashion consumers. ... Through EDUN LIVE, we can employ more people ... in Africa because the product is easy to learn for workers and we are running large volumes through.”

But don’t mistake EDUN LIVE for a charitable organization. It is a socially responsible, for-profit company, dedicated to creating sustainable employment opportunities within Sub-Saharan Africa. The company seeks to make their business model one that can be replicated by other supplier companies. The promotional clothing line introduced by EDUN LIVE is 100 percent “grow-to-sew African,” Driscoll explained. “From the cotton we source, all the way through to the last stitch, we keep the supply chain in Africa so the people learn the skills and are able to create value-added products in their communities.”