the ethical move

the ethics of sustainability.

follow our moves.

We will only use your email to send you newsletters for the ethical move. Read our privacy noticefor more information.

"*" indicates required fields

first name*
last name*
This field is for validation purposes and should be left unchanged.

Hello ethical movers!

The organisers of Earth Day 2022 on April 22nd call for “unstoppable courage” to act boldly, innovate broadly, and implement equitably.

Screenshot from displaying the following text about their 2022 Earth Day campaign: "All together now! This is the moment to change it all - the business climate, the political climate, and how we take action on climate. Now is the time for the unstoppable courage to preserve and protect our health, our families, our livelihoods....together, we must Invest In Our Planet. Because a green future is a prosperous future. We need to act (boldly), innovate (broadly), and implement (equitably). It's going to take all of us. All in. Businesses, governments, and citizens - everyone accounted for and everyone accountable. A partnership for the planet. And while there is still time to solve the climate crisis, time to choose BOTH a prosperous and sustainable future, and time to restore nature and build a healthy planet for our children and their children, time is short."

We agree. Ethical marketing has to include a look at sustainability.

There are a few aspects to examine, including:

  1. Our responsibility: The carbon footprint of the internet, starting with our own websites.
  2. Longevity: Building our organisation so it lasts and doing this by taking care of each other first.
  3. Greenwashing: Trying to look ‘green’ without actually being green, aka: not walking the talk.
  4. The system: How shaming individuals’ actions rather than those of corporations benefit the profitable ‘eco market’.

There’s so much to say about these and the rest of the huge list of topics to explore. We are most interested in the shaming of individuals for something that isn’t their responsibility – all in the name of profit generation.

First of all, shaming the individual is part of our oppressive system.

A green lifestyle is not universally accessible. Economically marginalised people are often priced out of buying sustainable products which cost more. There are legitimate reasons why people with medical reasons may need to buy things such as prepared food in what others may see as excessive plastic.

We need to break free from the loop of misinformation that claims sustainability is about straws or plastic bags. Yes, of course that’s part of it.

But we need the system to change.

We need companies to improve their existing production rather than invest ‘eco’ lines that capitalise on the guilty conscience of shoppers. We want to see companies embrace ethical marketing and find new, innovative, sustainable ways to sell their stuff.

As an organisation, we believe in doing our best to reduce our footprint while we keep pointing at the shaming tactics used to sell ‘green’ products.

the ethical move news.

To make it easier for you to reduce the carbon footprint of your website, we have made sure our .png badge files are now the lightest they’ve ever been (and lighter than any other file type we’ve tried).

Our pledge form has a new input item: Business Name. This means you can pledge as a company, not just as an individual! (If you’ve already pledged and would like for us to add your business name, let us know so we can manually add it to your subscriber profile)

For those of you who’ve pledged, you should have already received an email with this information.


get involved

our medium.

Screenshot of Kate's article with the title 'Is your marketing perpetuating Scarcity Capitalism?' from our Medium publication

Kate Holly’s new Medium article is a beautiful teasing apart of what Kate calls ‘Scarcity Capitalism’. It goes much deeper than what it means to have a scarcity mindset – while giving actionable steps to take as a business interested in moving beyond it.

This article (and a few posts in our social feeds) have already sparked some interesting conversations around scarcity within our team. So much so that we’ve decided to dive deeper into this topic in the coming weeks!

We’d love to hear from more voices about how you view scarcity. Please reply to tell us, and if you would like to, you can pitch an idea for a Medium article yourself 🥳


read the post

our medium

pledgee highlights.

We need marketing that helps people make ethical choices, that doesn’t mislead or misrepresent the facts about ethical consumption and sustainability. And we need more inclusive and accessible representation so everyone feels seen.
– Hugo Douglas-Deane,
I am making the ethical move because the space I work in is full of BS and bad advice and people are incredibly vulnerable to it. I believe you can be successful AND be authentic and I pledge to always act in an ethical way and to encourage my clients and peers to also do so.
– Erika ,McInerney,

Find more pledgee WHYs on our website:

Our pledgees

what we’re reading right now.

Screenshot of Sustainable Web Manifesto's homepage: dark navy background with "Sustainable Web Manifesto" in bright yellow text aligned to the right. Underneath that the following quote in white text "If the internet was a country, it would be the 7th largest polluter". Aligned to the left side of the image, the categories of the manifesto are listed in white text: "Clean 01, Efficient 02, Open 03, Honest 04, Regenerative 05, Resilient 06".

*We share resources to broaden our horizons, deepen our knowledge of our industry, and learn how to market ethically. The ethical move team does not agree with every opinion, nor do we claim to have found the best resources on the subject. What support or resources would you like to see from us? Send a reply and tell us!

more resources

what we’re working on.

We are always here for the conversation.

If you have questions, suggestions, or an idea to share, reply to this email or reach out at If you come across a tactic that you wish someone would take a look at, please send an email to

For more ethics in your life, join The Ethical Move Community, follow @theethicalmove on Instagram and Facebook – and check out our Medium Publication!

If you have a great topic to explore in an article, please send us your submission. We need all perspectives to make this work for all humans.​

As always, thank you for following our moves!
We are so glad you’re here with us.

the ethical move.

follow our moves.

We will only use your email to send you newsletters for the ethical move. Read our privacy noticefor more information.

"*" indicates required fields

first name*
last name*
This field is for validation purposes and should be left unchanged.
the ethical move