Ethical marketing is a vital ingredient to a workplace where everyone feels good about themselves. The alignment of values, purpose, and how the organisation treats its suppliers and customers can be a big contributor to workplace happiness.

Simon Batchelar is the author of Reframing Marketing, and has been a marketing mentor for the past 20 years. Simon has a unique perspective on ethical marketing, and believes that marketing should align with the values of the company. This means it’s not good enough simply to talk the talk – organisations must put into practice the values they espouse.

• Reframing Marketing – Simon’s book
• Scientific Advertising, by Claude C Hopkins
• The Century of the Self – Adam Curtis documentary
• Sustainable Marketing: How to Drive Profits with Purpose, by Michelle Carvill, Gemma Butler, and Geraint Evans
• Can Marketing Save the Planet?
• The Ethical Move

When SEO agency Reddico made employee wellbeing a key requirement, it accelerated their approval as a B Corp. Reddico's approach to unlimited holidays and self-managed teams shows that implementing these policies as part of a larger strategy can lead to positive results, like decreased sickness rates and increased trust within the team.

In his conversation with Stephen, Reddico’s Head of Culture Luke Kyte advises us not to copy what other companies are doing wholesale, but to adapt and build upon ideas to create something unique that works for each organisation.

• Reinventing Organizations: A Guide to Creating Organizations Inspired by the Next Stage in Human Consciousness, by Frederic Laloux
• The Happy Manifesto: Make Your Organisation a Great Workplace - Now! by Henry Stewart
• Maverick!: The Success Story Behind the World's Most Unusual Workplace, by Ricardo Semler
• From software to sustainable fashion – a story of purpose and impact – Wow@Work with Apurva Kothari

Since 1995, over 300,000 Indian farmers have taken their own lives. When software engineer Apurva Kothari read about this, he was compelled to leave his dream job and return to India to do something about it.

Apurva is a software engineer who fulfilled the dream of many young boys by working as a software consultant in San Francisco, New York, and eventually Sydney. However, while in New York, Apu read an article about the cotton crisis in Indian farming, and learned that 300,000 farmers from India had taken their own lives, with these deaths linked to GM farming in the country.

This tragedy prompted Apu to leave software engineering behind and create a sustainable clothing company called No Nasties in 2011. No Nasties uses only organic cotton and other sustainable materials, closely monitors and informs the consumer about the carbon footprint of their products, and even has a returns policy for used clothing.

Through his chat with Stephen, you'll gain a greater understanding of the unsustainable nature of our current consumerism model and learn how to purchase clothing in a more ethical way.

Happiness is when what you think, what you say, and what you do are in harmony.

– Mahatma Gandhi

• Connect with Apurva on LinkedIn
• No Nasties – Sustainable clothing made in India
• The story behind Monsanto’s malicious monopolies in India