Apple’s ethical troubles revealed by Actics Ethical evaluation tool

One of the people I really admire for his insights into the new economy is Adam Arviddson of the Actics blog, who we recently quoted on the Ethical Economy.

These insights are not just theory, but very much applicable to judge the chances of success of companies. For example, Adam recently pointed out that it is no longer enough for a company to be cool through its design, of which Apple is the paradigmatic example, recently seen with the success of the iPod, but that companies must pay attention to their ethical stance and the social processes in which they are embedded.

As Adam Arvidsson puts it in his recent analysis predicting future trouble for Apple, in relation to its use of underpaid Chinese labour: prosumers “will demand BOTH design AND social responsibility as entry point qualities of major brands.”

Now, what is such an ethically challenged company to do? Here’s where Actics beta version of a new tool for ethical evaluation of companies kicks in. The innovation of Actics is that ethics are not just objectively evaluated, as if there were some universal kind of ethics about which everyone agrees, but it let’s users first of all identify their core values themselves, and only once this is done, is the process of evaluation started.

Have a look here.