our sustainability commitment

Sustainability AT EBD

Sustainability in business can mean lots of things – and can be interpreted in many ways.  Here at Ethical Brand Directory, we define sustainability as the impact the business operations have on the environment.

Sustainability is about our environmental footprint -and it is up to us to review the negative impact our business operations have on the planet, directly and indirectly, and make changes to reduce it. 

Our founder Roberta Lee hates ‘waste’ she likes to be resourceful and believes re-using and reimagining what already exists, is far better than creating new. 

The state of landfills and the overuse of plastic, and the abuse of the earth’s natural resources are shocking. 
The general lack of respect for our beautiful planet compels us and our founder to do as much as we can to reduce our negative impact on the world – and encourage everyone to take a pledge to do better every year. 

It is also about how sustainable what we do is when it comes to our own, and other people’s health.  Something our founder has shown greater compassion for since hitting severe exhaustion and burnout.  During the pandemic, she pushed herself to do more and  ‘try to help as many people as possible and experienced eco-anxiety about not doing enough to protect our planet. 

How she worked within the business wasn’t healthy or sustainable – this is a new consideration for how we conduct ourselves here at EBD – and how we work with our brands.



Sustainability can be interpreted in different ways. Here at Ethical Brand Directory, we define ‘sustainability’ as our responsibility to maintain our planet’s resources and to protect and preserve our planet for future generations. 

This means sustainability is about acting with integrity and respect, adhering to simple actions (not just words) that help us sustain meaningful and measurable actions that benefit both people and the planet over time. 


Everyday actions count – we know it’s not possible to be 100%  sustainable whilst living in the modern world, but we endeavour to improve upon our sustainable efforts in all that we do. 

We commit to making conscious decisions with the knowledge and financial resources we have at our disposal.

Running The Daily
Business Operations

The impact of EBD operational decisions are always measured against their impact on:

  • People
  • Environment
  • Resources
  • Budget

Whilst every effort is made to only invest in and support other companies with strong ethical and sustainable standing – sometimes the focus is on ‘resourcefulness’ and making the most out of what already exists – even if this is not the most ethical or eco-friendly option.

We avoid sending items to landfills and try to maximise the life expectancy of all business-related products and equipment.  We believe this is more ‘sustainable’ than keeping up with ‘new’. 

Measurable action

  • In 2020 we switched to a more ethical & sustainable bank – we now use Starling. 
  • In June 2022 we switched our website hosting to Green Geeks which has a 300% Renewable Energy Commitment. Which now makes our website carbon neutral. 
  • We support local, independent businesses wherever possible
  • We buy second-hand business equipment, rather than buying a brand new item (where possible).
  • Our pop-up shops are a mix of  new, upcycled, salvaged & preloved furniture and fixtures
  • We only partner with other businesses with similar sustainability goals
  • Our founder has reduced her personal travel by 80%
  • Our founder consolidates travel into set days where possible
  • Our founder commits to walking more instead of taking taxis
  • We’ve stopped the use of business cards
  • We don’t print single-use flyers 
  • We’ve reduced the printing of promotional marketing materials to items that are ‘evergreen and can be used for multiple events & projects 
  • We have drastically reduced our reliance on Amazon Prime for fast deliveries 
  • We have been planting trees with One Tree Planted for many years to help offset our carbon footprint.


  1. Our digital footprint is our primary concern as an online business – we use a lot of online storage and data.  By the end of 2022, we want to have reduced our data clutter and removed any excess digital assets being unnecessarily stored in the cloud. 

  2. Our website hosting had been with WP engine for over 5 years and it failed to meet any of our desired sustainability criteria.  Our goal is to move to one that is affordable, more environmentally conscious, and powered by greener energy.  In May 2022 we moved to Green Geeks, they offer  – 300% Green Web Hosting Powered by Renewable Energy.  Definitely a better option than WP Engine.  

  3. For future pop-ups we’d like to work within event spaces that offer more eco-friendly services – sadly cost remains a huge factor and we need to keep costs low so that our brands can afford to participate. 

From Our Brands:

We want to see more made-to-order brands listed on EBD.

  1. We want to see more of our brands listed that upcycle and transform waste into luxurious but useful items.
  2. We want to see more of our brands offering take-back, recycling, and repair schemes. 
  3. We want to see fewer brands using PU, polyester, and poly blended materials due to microplastics and recycling issues. 
  4. We’d like to see more of our brands creating multi-functional items that are designed with circularity in mind, to last many years but also be broken down and reused at the end of their life.  

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