Responding to Ethical Consumption

Customers are increasingly interested in buying products from brands and companies that reflect their environmental and social values, a trend we call ethical consumption. Ethical consumers want to feel good about their purchases and the companies with which they do business. Consumers have always used the brands, products and services they purchase to define themselves and express how they want others to see them. An increasing number of "ethical consumers" are interested in representing their values through their purchases and are integrating ethical, religious, political, environmental or other beliefs in the purchase decisions they make.

Many things are driving the ethical consumption trend. First and foremost, consumers now have an unprecedented level of choice between different products and services. As consumers sort through the increasing number of choices available, the environmental and social values of companies and brands are becoming critical factors in consumers' decision-making processes. This trend is also driven in part by the fact that many social and environmental issues, like sweatshops and climate change, have worked their way into the mainstream of consumer consciousness. As a result, corporations are being held to a rising standard, shaped by global communities that recognize that seemingly small actions can have personal and environmental health and wellness impacts. Increased access to information and corporate transparency is also driving consumers' interest in ethical consumption. The trend toward ethical consumption can be seen in the growing demand for products that are certified as fair trade or sustainably harvested.

Being a good corporate citizen, and making positive impacts on our stakeholders, communities and the planet as a whole, have been integral parts of Ford's century-long heritage. As the interest in ethical consumption grows, we are learning that consumers are indeed interested in the core values of Ford Motor Company, and we are delighted to share our perspective.

From the very beginning, Henry Ford built Ford Motor Company on the principle of improving opportunities for all. For example, Henry Ford was troubled by the fact that many people who built his cars could not afford to buy one. Hence, he developed the Model T as a vehicle that was affordable to the working classes, thereby democratizing personal transportation. Henry Ford also offered his workers a significantly higher wage than many other companies, to allow his employees to afford the vehicles they made, and to improve their quality of life and help build stronger communities. Shaped by his roots as a farmer, Henry Ford also worked to build sustainable products by experimenting with plant-based plastics and other plant-based vehicle materials. Henry Ford's legacy of values, social responsibility and corporate citizenship are still present in the way the Company is run today.