Ethics and environmental friendliness

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Today's consumers expect brands to be transparent and accountable in three key areas:

Supply chains. Information about the origin of raw materials, working conditions, compliance with labor laws and social norms has become an important part of a company's reputation. For example, the Ukrainian brand "Dim Varennya" launched the project "From seed to finished product", telling about its suppliers.
Sustainability. Consumers value brands that reduce their carbon footprint, use eco-friendly packaging, or support recycling. The Maslotom brand encourages customers to return used packaging in exchange for gifts.
Social responsibility. Charity and support for volunteer initiatives build trust. For example, uae email list the Old Lion Publishing House donates part of the profits from book sales to support the Tabletochki Charity Fund.
Inclusivity and diversity
Diversity and inclusion are becoming increasingly important in the world of advertising. This means representing different groups of people in media and creating products that are accessible to everyone.

In Ukraine, while inclusivity is only mandatory for government websites, many brands are implementing these principles. For example, Sova and VOVK campaigns involve people with disabilities in advertising, demonstrating the accessibility of their products.