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What is the Good Business Charter?
The Good Business Charter is an accreditation that recognises businesses that uphold high standards across ten key areas, including fair pay, employee wellbeing, diversity, environmental responsibility, and ethical governance. It is open to businesses of all sizes in the UK, providing a clear and structured way to showcase ethical business values.
The ten key commitments
To be accredited, businesses must adhere to the following principles:
Real Living Wage – Paying all employees at least the real living wage. Applied Digital Marketing is a Real Living Wage employer.
Fairer Hours & Contracts – Ensuring fair contracts and secure working conditions.
Employee Wellbeing – Prioritising staff welfare, development, and mental health.
Diversity & Inclusion – Fostering a diverse and inclusive workplace.
Environmental Responsibility – Taking proactive steps to reduce environmental impact. Applied Digital Marketing is Green Small Business certified with a commitment to improving the management of our significant environmental impacts and a policy and action plan to deliver that commitment
Paying Fair Tax – Committing to responsible tax contributions.
Ethical Sourcing – Ensuring suppliers and partners adhere to ethical standards.
Customer Commitment – Providing excellent customer service with transparency.
Prompt Payment – Paying suppliers promptly to support business sustainability. Over 97% of our supplier payments are made within payment terms.
Responsible Governance – Running the business with integrity and accountability.
The role of ethical marketing in business success
Responsible marketing and communication are essential for any organisation. Ethical business practices should not only be a part of internal operations but also reflected in branding, messaging, and customer engagement. Curious how to achieve this for your business? Check out our client ESG case study for Pearce Signs.
Transparency, authenticity, and ethical storytelling are at the core of successful modern marketing strategies. By promoting responsible business practices, brands not only meet consumer expectations but also build lasting relationships that drive growth.
We’re really proud to have been accredited by the Good Business Charter for a third year. It’s valuable recognition for the high standards we set for ourselves and the hard work that goes into meeting the 10 commitments.
Why we have chosen to work with the Good Business Charter
Securing accreditation from the Good Business Charter aligns with our commitment to responsible, ethical, and sustainable business practices. It reinforces our dedication to fairness, transparency, and accountability - not just internally, but in how we engage with clients and partners.
For us as a full service marketing agency, credibility and trust are paramount. The Good Business Charter ensures that our approach is not only creative and results-driven but also grounded in ethical principles that resonate with modern businesses.
What this means for our clients
Our accreditation is more than just a stamp of approval - it’s a reflection of the way we work and the standards we uphold. By working with a digital marketing agency that adheres to the principles of the Good Business Charter, clients can be assured of:
Ethical marketing strategies that align with responsible business values.
Transparent and fair business practices, ensuring honest partnerships.
A commitment to sustainability, helping brands position themselves as forward-thinking and responsible.
The role of branding, marketing, and communication in purpose-led business
Values shouldn’t just sit in a company handbook - they should come through in everything a business says and does. From your website to your social posts, your brand is a chance to show people what you stand for.
Marketing with meaning helps build real connections. Whether it’s through storytelling, tone of voice, or visuals, every touchpoint is a moment to reflect your principles and personality. We create strategies that don’t just look good - they feel right too. It’s about building trust, being open, and creating something people actually want to be part of.
And let’s not forget your website - it’s often the first impression people get. That’s why our Website Development service focuses on creating accessible, user-friendly platforms that reflect your values and support long-term, sustainable growth.
In a world where businesses are increasingly judged by their values and impact, joining the Good Business Charter is a strategic move for forward-thinking organisations. It not only reinforces ethical commitments but also strengthens relationships with employees, customers, and partners.
For businesses looking to enhance their ethical credentials and stand out in a competitive market, accreditation from the Good Business Charter is a meaningful step forward. Crafting compelling marketing strategies that reflect strong values ensures that good business is about more than just profit - it’s about making a positive impact.
Need a hand with your marketing strategy? Let’s talk. Email hello@applieddigital.co.uk or call us on 01484 302010.
