Guiding Principles

Proximity - Is the company or product located close to its market? How much unnecessary travel does the company encourage? How many miles does the product have to travel to reach the customer?

Accessibility - Is the company or product accessible to customers of all ethnic-origins, regardless of race, color, creed, religion, or disability? Is the company or product accessible to customers of every socio-economic class?

Transparency - Does the company or manufacturer of the product freely share information with the public?

Accountability - Has the company or manufacturer of the product taken corrective action when confronted with internal problems?

Sustainability - Is the company dedicated to using sustainable products? Is the product created with sustainable ingredients/materials?

Durability - Does the company operate with a sustainable business model? Does the product have a definitive lifespan?

Recyclability - Does the company produce waste that cannot be recycled? Is the product made from recyclable materials?

Adaptability - Is the company designed to be adaptable to changing markets? Is the product usable for more than its intended purpose?