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01.Who we areand our Business Proposition

Ethical is a new type of consultancy expert in Corporate Social Responsability (CSR). We create corporate value for organizations and all it’s stakeholders. Social Value + Environmental Value + Economic Value.

Ethical’s Innovation area was born out of the desire to combine our expertise in management, entrepreneurship and creativity to deliver corporate growth and social impact through innovation.

As we usually say:

Doing well by doing good.

Who we are

INNOVATIONMANAGEMENT

SUSTAINABILITYCONSULTING

PROJECTMANAGEMENT

PROJECTIDEATION

BRANDSTRATEGY

STRATEGICVISION

CSR SOCIAL INNOVATION

SUSTAINABLE DEVELOPMENT

CREATIVITY DESIGNCONSUMER

INSIGHTS

Our Business Proposition

Use our expertise to createCSR and Social Innovationprojects that deliver corporatevalue to our clients throughSustainable Development.

In short...

CSR SocialInnovation

SUSTAINABLEDEVELOPMENT

02.How we see

Corporate SocialResponsibility

Corporate Social Responsability

Corporate Social Responsibility (CSR) is a vital strategic key for any organization that has in its sustainable success a primordial goal. We do believe in an everyday’s business and personal behaviour with a 360º vision of sustainability as a main tool for all organization’s departments, people and projects.

With value creation possibilities that go wild behond reputation and brand value, CSR strategies and projects offer you various benefits and can be measured for the tangible and intangible values that it generates.

In the global world we live in the factors intervening in the organization’s management are growing in scale and complexity.

It’s unavoidable to have ethical models hand in hand with management models in a borderless sphere where organizations must manage their interactions with numerous stakeholders that have different importance levels for value creation either by its social or environmental weight as for the political, legal or social frames of the communities where they operate.

Corporate sustainable and ethical performance can be seen on all the actions companies develop to maintain its legitimacy and to support the rise of its economic value .

Sustainable Development

SOCIEty WAntS COmPAnIES tO RAISE tHEIR SOCIAl EnvIROnmEntAl AnD EtHICAl COnCERnS AnD ACtIOnS:

BEIng PARt Of tHE PROCESSOf SUStAInABlE DEvElOPmEnt BRIngS A SEt Of BEnEfItS tO COmPAnIES tHAt gO mUCH BEyOnD tHE gEnERAtD BUzz AnD REPUtAtIOn gAInS.

tHIS WAy Of DOIng BUSInESS AllOWS ORgAnIzAtIOnS tO mAIntAIn tHEIR StRAtEgICAl POSItIOn AnD tO CREAtE COmPEtItIvE ADvAntAgEStHAt WIll lASt In tImE.GOVERNANCE MODEL

SOCIAL CONSEQUENCES

ECONOMIC VALUE

ENVIRONMENTAL IMPACT

CSR Working model

MACRO ANALISYS

PEER GROUP VISION

INSIDE LOOk

STAkEHOLDER APPROACH

DEFINITION OF INTERVENTION AREAS

PRESENTATION OF STRATEGIC PLAN

OPERATIONAL PLAN

OPERATIONS ANDPRESENTATION OF RESULTS

ECONOMIC, SOCIAL AND ENVIRONMENTAL CONTExT

wORLDwIDE BEST PRACTICES

INTERNAL ANALYSIS > MANAGEMENT MODELS > GOVERNANCE > RH

ACTIONS > ExECUTION CALENDAR > MEASUREMENT MODEL > RESULT ASSESSMENT

STAkEHOLDER DIALOGUE > ExPECTATION AND NECESSITIES ASSESSMENT

StAgE

1.0

2.0

3.0

03.How we see

Social Innovation

Innovation plays an increasingly important role in today’s society...

wELL PLANNEDINNOVATION PROGRAMS

HAVE THE ABILITY TOTRANSFORM ENTIRE

COUNTRIES AND THEIRECONOMIES.

INNOVATIVE COMPANIESCREATE ENTIRELY NEw

MARkETS wHILE REMAINING TRUTHFUL TO THEIR

BRAND ESSENCE.

INNOVATION IN BUSINESS MODELS TRANSFORMS

BUSINESSES AND CREATES NEw OPPORTUNITIES

FOR GROwTH.

IMAGES FROM GOOGLE IMAGES ©

AN INNOVATIVEMINDSET HELPS US TO

QUESTION THE STATUS QUO AND CHALLENGES US TO

DREAM AND SURPASSOUR LIMITS.

IMAGE FROM GOOGLE IMAGES ©

INNOVATION CANEMPOwER AN ENTIRE

COMMUNITY AND DRIVE ECONOMIC GROwTHwHERE THERE ONCE

wAS POVERTY.

IMAGE FROM GOOGLE IMAGES ©

INNOVATION HELPSUS TO CREATE A BETTER

REALITY FOR US AND THEUPCOMING GENERATIONS.

IMAGE FROM GETTYIMAGES.COM ©

We’re proud to bepart of the processof trying to createa better tomorrow,through Social Innovation.

IMAGE FROM GETTYIMAGES.COM ©

Our key Innovation areas allow us to offer our clients a unique consulting service, aligned with our value proposition of delivering value trough sustainable development. typically, our projects touch one or more of these topics:

A nossa área de Inovação

SOCIALINNOVATION

BRAND DRIVENINNOVATION

BUS. MODELINNOVATION

> Field Research > Business Alliances and Partnerships > Investment advice > Project Development > Implementation and management

> Brand and Innovation alignment > Brand Strategy > Brand DNA > Customer Experience Design > Service Design > Brand Design > Trends Analysis and Insights

> Business Consulting > Business Model Development > Business Creativity and Idea Generation > In-house projects and Workshops > Business ventures > Trends Analysis and Insights > Implementation Support

Perhaps our strongest area, Social Innovation is a very significant part of our company’s mission. We’re deeply committed to the creation of meaningful impact in/for society in areas such as:

Social Innovation

EDUCATION RESPONSIBLECONSUMERISM

ENVIRON.RESOURCES

SOCIALENTREPRE-NEURSHIP

ENERGY HEALTHCARE

FROM TOP-DOWN CHARITY TO

BOTTOM-UP SUSTAINABILITY

Our goal is to drive social change through the creation of ecosystems that shift from the traditional top-down charity approach in favor of bottom-up sustainability, where the entire system evolves and grows in its own auto-sufficient way.

Brand Driven Innovation

A COMPANY’S INNOVATION DEPARTMENT NEEDS

A STRONG AND CLEAR BRAND VISION TO GUIDE

ITS EFFORTS.

INNOVATION AND BRANDING GO wELL

TOGETHER.

AN ORGANIzATION NEEDS TO INNOVATE IN ORDER TO FULFILL ITS BRAND PROMISE

In today’s world, emotional factors are the driving forces of most of our consumer behaviors. What makes us regularly walk into a certain café and not the one next door?

We can help you articulate your brand strategy, understand the latest trends and design irresistible and more sustainable consumer experiences.

Would you rather have a regular cup of coffee or the Starbucks Product (RED) Coffee that helps the global fund to save lives in Africa?

your brand can also became Admi(RED)!

Business model Innovation

In part thanks to the digital revolution, most of the innovation we see nowadays takes place around the business models.It’s all about finding your unique space in the market.

We’ll help you to explore consumer insights and transform them into business opportunities, creating new and sustainable avenues of growth. We use the dynamics of Design thinking to uncover business opportunities, because of it’s human centered approach and divergent nature.

Business model Innovation map

DISCOVERY ELABORATION DEPLOYMENTROADMAP IDEATION

> DIAGNOSIS> AUDIT> CONTExT EVALUATION> CORE COMPETENCIES> TEAM PREPARATION

Building a different point of view about the future andexploring different perspectives. Uncover hidden truths about the market.

The ideas generated are far more powerful because they’re built on trends, consumer insights and other key elements.

Organization of ideas into clusters and development of value propositions around the most powerful ideas, in terms of business opportunities.

Development of the Business Model around the selected value propositions. Envolving all the necessary business units for prototyping and testing.

Preparing the team for the Innovation Journey. Defining the challenge.

Definition of Objectives

Field Researchand Analysis

Innovation LabWorkshops

From Ideas toValue Propositions

Brainstorming and“Crashing” of key elements

for idea generation.

TRENDS, COOLHUNTINGAND MEGATRENDS

NEw IDEAS

GENERATED FROM THE“CRASHING” OF kEY ELEMENTS

VALUE PROPOSITION

> CONTExT> OPPORTUNITY> IDEA> MONETIzE

SETTING UP THE CHALLENGE

> BUSINESS OPORTUNITY> SOCIAL NEED/PROBLEM

Using a Divergent to Convergent Approach

CONSUMER INSIGHTS

DISCONTINUITIES

ORTHODOxIES

wEAk SIGNALS

BU

SIN

ESS

MO

DEL

D

EVEL

OPM

ENT

PR

OTO

TYP

ING

AN

D

EXP

ERIM

ENTA

TIO

N P

LAN

exploration

04.Working with us

Unique Expertise

At Ethical we have an entire team focused on sustainable development.

All elements of the Ethical group have academic and professional expertise in the fields of CSR, Ethics and Innovation, with a curriculum of over 7 years of experiencein projects of different formats, scales and customers.

the World is Our Playground

We’re based in lisbon and are in the process of intenationalization and aside from that, we maintain a large network of external consultants in Africa and South America.

So, we may take on a project in São Paulo, manage it from nyC, develop the work in Portugal and bring in local consultants. this approach in an economical way of using talent and experiences from different markets.

Ethical’s World

Main OfficeIn the process of opening OfficeNetwork of External Consultants

NYC, USA

MAPUTO, MOZAMBIQUE

SPAIN

MADAGASCARSÃO PAULO, BRAZIL

CARACAS, VENEZUELA

MEXICO CITY, MEXICO

FLORIANOPOLIS, BRAZIL

LISBON, PORTUGAL

LUANDA, ANGOLA

GOA, INDIA

SANTIAGO, CHILE

LIMA, PERU

BOGOTA, COLOMBIA

flexible Business model

We’re so strongly confident about our approach and capabilities that we designed a very flexible business model. We can work in any of these terms:

> Fee-based consultancy and project development;> Objectives-based, where we align our commercial interests with yours by putting up a predetermined per-centage of our fees subject to achieving key objectives;> Venture-based, where we both invest and become partners in a particular project.

At Ethical we have a result driven approachto sustainability.

There’s lots of ways to divide a pie!!!

In a nutshell:

01 > We’re experts in sustainable developmentand social innovation;

02 > We have a 360º service in CSR;

03 > We have a deep understanding of latin and portuguese speaking markets;

04 > We have a network of external consultants in some of South America and Africa’s major markets;

05 > We’re very informal and have a very flexibleway of working.

Our clients are action-oriented like us and share a common desire to do things diff erently, grow and make the world a better place along the way. Our drive is to help them achieve their potential.

We’ve had the opportunity to work with organizations of great reputation both on a national and international levels. We look forward to hearing from you!

Doing wellby doing good.

Corporate SocialResponsibility Projects

Rua Cidade de Rabat, nº71500-158 Lisboa - Portugal

geral@ethical.pt | www.ethical.ptTel.: (+351) 217 706 040