The article is about Ethikus, which “provides vouchers for small businesses whose practices embody principles of sustainability.”
Writes Signer, “From May 3-10, hundreds of New Yorkers will participate in the first Shop Your Values Week, a project of the New York City-based startup Ethikus. The aim of Ethikus is to generate more business for small enterprises whose practices embody certain principles of sustainability in the realms of product-sourcing, employee relations, community engagement, and environmental impact or mitigation efforts. By looking at those four criteria, Ethikus identifies businesses they want to invite into their network, which functions as a sort of ethics-focused Groupon by providing consumers with vouchers to use in those businesses.” Read more.
Even though small businesses have all they can do to keep their heads above water right now, I think this idea has legs. Should be a great way for those already incorporating the Ethikus ideals to get visibility with the customers they want to reach. I’m spreading the word.