The notion of the ethical shopper has become more engrained into the nation’s psyche in recent years. There have been a number of high-profile cases affecting some multinational companies whose reputation – from some consumers, at least – may never recover. This is countered by the rise – fuelled by the growth of online shopping and the ability to purchase from around the world more easier – in ethically friendly consumer methods where the purchaser knows that the product producers are getting a fair deal.

For every Sports Direct, put under pressure for its use of zero hours contracts, there is a People Tree, the Fairtrade fashion pioneer. For every Starbucks, thrust in the spotlight in an argument over the amount of tax it pays, there is, well, a Starbucks, one of the largest purchasers of Fairtrade certified coffee in the world. Consumers increasingly want to know that they can trust where they shop and there is a strong appetite from the media to shame those places engaging in poor ethical practices such as tax avoidance and poor treatment of people or animals.

Individual attitudes

But what of people’s own ethical attitudes at work? Do their own values as workers measure up to the high standards they place upon those places they shop at, and do they demand the same of their own employers?

A survey conducted by AAT (Association of Accounting Technicians) showed that, first and foremost, nine out of ten employed adults see themselves as upholding ethical standards in their place of work. But despite this viewpoint, over a third said they would rather work for a company that paid them more over one whose morals they agreed with. And four fifths think the responsibility for keeping a business ethical lies with the owners and senior managers of the business – just seven per cent feel that it lies with the employees themselves.

From a company’s standpoint, it is critical that every employee gets on board with acting ethically. It’s true that the owners and senior management should set an example, but the buck doesn’t just stop there. Most people will want to take pride in the company that they work for, and this impacts upon your clients and customers as well. If there is a strong ethical ethos permeating throughout the company, then this will likely attract greater loyalty from both employees and those who use your products and services.

Defining unethical behaviour

As to personal behaviour, our survey showed a clear range of responses as to what is considered ethical behaviour in the workplace or not. Many thought nothing of taking sick days when they weren’t really ill; for others, unethical practices they were happy to do included sitting at their desks applying for other jobs, internet shopping at work or using office stationary and equipment.

Taking part in these practices may not seem like a lot in isolation, but cumulatively they can have an effect on morale and that of those workers around you, not to mention lower productivity and output for employers. In addition, it can lower motivation and loyalty towards that company – and you might find your next employer is not so tolerant with any poor unethical habits you may have got yourself into.

All organisations should look to have an ethical code of conduct in place, but, more importantly, need to have the culture in place for that code to mean more than simply words on paper. And that’s where the employees come in. Taking responsibility for your ethical behaviour at work can lead to a more professional approach which can in turn lead to greater motivation for doing your job well, and resonate well with your customers and clients.