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Modern sustainable brands will share their values with both conscious and traditional consumers. Dorothy Mackenzie of Dragon Rouge, brings us examples of English businesses including Ginsters, the Co-Operative retail group, Innocent, Cadbury, Stella Artois, and Marks & Spencer. Brands that have put serious consideration toward environmental impact, communities served, local sourcing, launching unique ethical policies, improving animal welfare, and sometimes advocacy for worldly social issues. Brands that have brought ethical values into their identity in a modernized, humanistic way that is positioned as a strong aspect of product/service quality.