What makes SEE so special?

What makes SEE so special is its ability to drive real openness and honesty right across business. And to galvanise businesses, consumers and civil society organisations into partnership in driving higher standards of Social, Environmental and Ethical practice.

The business model is also very special. We currently have 70 businesses signed up. They have joined because of the benefits of going through our evaluation process and because of the potentially greater benefits of carrying the SEE Logo and listing on SEEWhatYouAreBuyingInto.com. That is, they are motivated through self-interest.

But they are also, to varying extents, motivated by altruism. Because as more and more companies join the scheme, these founder members will raise public expectations that ALL businesses likewise provide clear and honest information about their SEE practices, and likewise demonstrate real transparency and accountability.

To put this in another way, our pitch to new businesses is this: join SEE because it will make you a better business AND because you will make the world a better place. This is something to get really excited about! This is what enables us to become a labelling scheme that is also part social movement.

Our proposed viral campaign is based on people nominating companies that they would like to see open up. It could not be simpler. And it is potentially very powerful, especially if people can easily share details of the businesses they have nominated and their reasons for doing so with their social network. In 2010, with all the challenges we face together, people SHOULD expect businesses to be open and honest. And good corporate citizens should embrace this as an opportunity to demonstrate their intents and to gain public trust.

The SEE What You Are Buying Into Logo can be an enormously powerful brand, carried by members of an increasingly influential network of businesses united in their desire to make good profits by being fair, open, honest and trustworthy. This is no "tree-hugging, sandal-wearing" campaign with unrealistic vision and unachievable standards. It is a very practical, pragmatic and potent way for businesses to prove they are doing their best. And, as such, it is a unique means for them to gain competitive advantage.

We believe SEE Ltd is the big one. The social business with the social product/service that causes a paradigm shift and creates incredible financial and 'SEE' value. Well this is certainly the opportunity and, having created it, we are hugely excited about where we have got to and about the months ahead.