The Willow Review: How Ethical Accreditation Can Support

The Willow Review, released earlier this month and commissioned by the UK government, makes one thing clear: sustainability is no longer a ‘nice to have’ for small businesses; it’s a growth driver.

The report, which focuses on how SMEs can take simple but effective steps towards sustainability, reveals:

• 67% of SMEs already taking sustainable actions saw reduced operational costs
• 52% attracted new customers, and
• 35% reported improved customer loyalty

But many SME businesses struggle to communicate what they’re doing well. Even those making great strides are missing out on customer trust and recognition because they don’t have an independent way to verify or promote their progress.

The GOOD Shopping Guide Ethical Accreditation can help deliver visibility, credibility and growth.

Our Ethical Accreditation gives businesses more than just a sustainability checklist. It’s a support system that allows SMEs to:

• Showcase their sustainability credentials to customers with our trusted and recognisable 𝗘𝗧𝗛𝗜𝗖𝗔𝗟 𝗕𝗨𝗦𝗜𝗡𝗘𝗦𝗦 mark
• Build credibility and trust
• Attract ethically-minded customers, who are actively looking for businesses that align with their values
• Boost loyalty from current customers, who feel good about supporting a verified, ethical business

And as The Willow Review highlights, these outcomes are exactly what leads to SME growth.

We make it simple for SMEs:

1. Free Initial Assessment – where we assess where your company stands on ethical issues, including the environment, animal welfare and people, and confirm whether your company can apply for full accreditation.
2. Full Ethical Accreditation – we consult with you to ensure your website reflects your good work, so consumers can find this information easily.
3. Use of the mark – display our trusted ETHICAL BUSINESS mark on your packaging, website, and marketing materials, giving customers confidence to choose you over less transparent competitors.
4. Feature in our Ethical Comparison Tables – be part of our well-known comparison guides that highlight the best ethical companies in each sector, helping new customers find you easily.

Find out more by contacting Annabel Wetton or you can fill in a Free Initial Assessment now and we will get back to you within a week to confirm if your company is eligible for Ethical Accreditation.