OUR
JOURNEY
Before QVSEE™. Before certification. There was the eb™ Directory.
The original eb™ Directory site, located here, was an effort to formally identify the quantifiable characteristics of so-called ethical brands and the starting point for developing a rating methodology and enabling anyone who wants to align their brand choices with their personal values, to do so with increasing confidence, convenience and frequency.
The first eb™ Directory delivered key insights into the characteristics of so-called self-identifying ethical brands and a sandbox for an eb™ rating system.
Trust cannot be self-declared
Identified widespread international interest in eb™ licensing, across dozens of sectors
Unacceptable risk to eb™ brand from over-reliance on brand declarations
Weeks before the planned release of a major upgrade of the eb™ Directory, which incorporated the first codified version of an eb™ authentication and rating system, COVID-19 forced an indefinite postponement of this release.
Exposed the severity of consumer vulnerability to unethical brands
Inspired the next evolution of the eb™ project and democratise the right to display the eb™ trademark
Prompted a strategic review of the eb™ approach to address the most effective points of leverage in a post-COVID world
Develop a platform to equip socially conscious, ethical consumers with the resources and support for them to assert real influence in the marketplace
A formula to rapidly scale the identification and authentication of genuine ethical brands around the world
The eb™ Directory repositioned to serve as ethical brand status verification API
The authenticity of eb™ certified brands is confirmed via a directory API, which validates blockchain certification
The eb™ Platform represents a comprehensive support environment for socially conscious and so-called ethical consumers to learn, connect and assert their influence.
Nominate, endorse and challenge eb™ nominations
Social network to connect with like-minded members
News curation and distribution service
Academic library with thousands of qualified, relevant studies in the field of ethical branding
NOTICE
The eb™ Directory maintains a register of ethical brands that have been nominated to receive eb™ Certification, free of charge. The directory does not accept applications or listing requests directly. Brands are qualified and listed following a standardised review of the brand's ethical credentials against QVSEE™ criteria. The absence of a brand from the directory does not imply misconduct, and inclusion does not constitute a guarantee or endorsement of any description. To learn more about individual membership of the eb™ community and the role of members in eb™ certification, licensing and governance, visit Ethical Brand and nominate an ethical brand.
