The idea was simple. Walk into the mall on a busy Saturday afternoon and turn ethical labelling on its head in an effort to understand consumer behaviour. I was carrying two distinctly different stickers. One said “Product may contain slave labour.” The other one said “Product has been certified to be slave labour free.” Pretending to be a shopper, I placed the stickers on clothing items around the busiest areas of an H&M store and observed. How would people react to the possibility that a nine-year-old Bangladeshi girl paid a below-living wage had sewn the latest and greatest top?
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Corporate Knights Inc. (CK) includes the award-winning business and society magazine Corporate Knights, as well as a CSR research division which produces corporate sustainability rankings, research reports and financial product ratings based on corporate sustainability performance. Its best-known rankings include the Best 50 Corporate Citizens in Canada and the Global 100 Most Sustainable Corporations. In June 2013, Corporate Knights was named “Magazine of the Year” by Canada’s National Magazine Awards Foundation. » Read more from this author