Carbon 

This attribute is about whether you would prefer to purchase from a business that has an active plan to reduce its carbon/greenhouse gas emissions.  

Levels: 

1 – No reduction 

Business emissions are expected to decline by 0% from their 2010 levels by 2030. This plan does not meet the Intergovernmental Panel on Climate Change’s recommendation to avoid a global warming scenario of 1.5°C. 

2 – 45% reduction 

Business emissions are expected to decline by 45% from their 2010 levels by 2030. This plan is in line with the Intergovernmental Panel on Climate Change’s recommendation to avoid a global warming scenario of 1.5°C. 

3 – 100% reduction 

Business emissions are expected to decline by 100% from their 2010 levels by 2030. This plan exceeds the Intergovernmental Panel on Climate Change’s recommendation to avoid a global warming scenario of 1.5°C. 

Nature 

This attribute is about whether you would prefer to purchase from a business that applies the lessons that can be learned from the natural systems of Earth.  

Levels:  

1 - None  

Business does not design products with their whole life cycle in mind. Products and packaging are not recyclable or biodegradable.  

2 - Some  

Business has designed some products with their whole life cycle in mind. Some parts of the products and packaging are recyclable or biodegradable. 

3 - All 

Business designs all its products with their whole life cycle in mind. All products and packaging are either recyclable or biodegradable.  

Wellbeing 

This attribute is about whether you would prefer to purchase from a business that enables their employees to derive a sense of satisfaction and meaning from their work.  

Levels: 

1- Low Wellbeing 

Employees are given no control over their work, their responsibilities are vague, they must always perform the same task and training/support is rarely provided. Working hours are rigid. 

2 - Some Wellbeing 

Employees are given some control over their work, their responsibilities are sometimes vague, perform only a few tasks, training/support is sometimes provided. Working hours are somewhat flexible. 

3 - High Wellbeing  

Employees have a high level of control over their work, clarity about their responsibilities, a variety of tasks to perform and are provided sufficient training/support. Working hours are flexible. 

Diversity 

This attribute is about whether you would prefer to purchase from a business whose workforce and leadership team are as diverse (for example, ethnicity, race, gender, age, sexual orientation to name just a few) as the broader society in which it operates. 

Levels: 

1 - Low Diversity 

Diversity of workforce low, diverging substantially from the make-up of the society in which the business operates. 

2 - Medium Diversity 

Diversity of workplace medium, diverging partially from the make-up of the society in which the business operates. 

3 - High Diversity 

Diversity of workplace high, closely representing the make-up of the society in which the business operates. 

Equity 

This attribute is about whether you would prefer to purchase from a business whose CEO and executives are paid substantially more than the workers that make up their business, or from a business where this difference is much smaller. 

Levels: 

1 – Low Equity 

CEO and executives paid substantially more than the business’s average worker. Level represents an average CEO-to-worker compensation ratio of approximately 260:1.  

2 – Medium Equity 

CEO and executives paid higher than the business’s average worker. Level represents an average CEO-to-worker compensation ratio of approximately 140:1.  

3 – High Equity 

CEO and executives paid similar or only slightly higher than the business’s average worker. Level represents an average CEO-to-worker compensation ratio of approximately 20:1. 

Five sets of two hypothetical businesses are presented in Questions 3 to 8 below, each business possesses differing levels of the five business attributes described previously. We would like to know which business you are most likely to purchase from out of each set. It is important to note, when selecting each business, all else about the business besides the five business attributes should be considered the same. 

Each business is described using different levels of the five business attributes described. You may find one business to be more attractive to purchase from than the other, perhaps because you like or dislike some of the business attributes more than others.   

It is possible that you may desire to not purchase from either business that you are presented with in any given question. Simply select the ‘neither’ option if this is the case.