Why we’re saying no to working with unethical brands

March 12, 2025

With social and environmental issues at the forefront of global discussions, PR agencies, influencers, and the media should consider the ethical implications of the brands they work with.  

A critical example of this challenge is the recent debate surrounding brands like fast-fashion supplier, Shein, which, despite its enormous success, has faced mounting accusations of human rights violations, forced labour, and environmental degradation.   

In Shein’s case, being accused of “wilful ignorance” and an inability to answer basic questions about its supply chain by MPs raises immediate red flags. However, this issue is not unique to one industry.  

The broader point is that PR agencies, influencers, and media outlets must demand transparency, accountability, and ethical practices from all the brands they engage with — whether they’re in interiors, tech, or any other sector. 

The role of PR agencies

At Little Red Rooster PR, we believe businesses and individuals across the communications industry must make conscious choices regardless of the sector they work in. As we embark on this journey to a more ethical future, we should always be mindful of the companies we choose to represent. 

PR agencies wield a unique power in shaping public perception. When we work with clients, we aren’t just selling a product or service, we are helping to craft an image consumers buy into.

But with that power comes responsibility. When deciding whether to work with a client, we must ask, “Is this brand ethical?” and “What kind of impact will representing this company have on society and the planet?” 

We’re passionate souls here at the Rooster Coop, and meaningful change is something we feel particularly strongly about which is why we are so proud of our B Corp achievement and taking the Clean Creatives pledge. 

These commitments are just the beginning. We’re acutely aware the PR industry must go further. This includes scrutinising every aspect of a client’s operations, from its treatment of workers to their environmental footprint. 

Rising to this challenge is not just about avoiding clients.It’s about being proactive in supporting brands making a positive impact.

It’s also the responsibility of business leaders to encourage the adoption of ethical practices, hold bad brands to account, and be brave enough to turn down clients who don’t meet these standards. 

Why influencers must consider the brands they promote

Influencers have become powerful voices in shaping consumer decisions. Their audiences trust their recommendations, which means partnerships carry responsibility.

When influencers promote a brand, they are not only endorsing a product. They are also associating themselves with the company’s values, operations and reputation.

This makes due diligence essential. Before agreeing to partnerships, influencers should consider:

  • How does the brand operate?
  • Are sustainability or ethical claims supported?
  • Does the company have a history of controversy?
  • Would they feel comfortable explaining the partnership to their audience?

The criticism surrounding brands such as Shein demonstrates why influencer marketing cannot exist separately from wider business practices.

Consumers increasingly expect transparency. Influencers who carefully choose partnerships can help encourage better standards across industries by supporting brands that prioritise responsibility, fairness and accountability.

The responsibility of the media

The media plays a vital role in holding brands accountable. Investigative journalism has helped expose important issues around supply chains, worker treatment and environmental impact.

However, media coverage also shapes consumer understanding. Publishers and journalists must continue asking challenging questions rather than simply repeating brand messaging.

Responsible reporting means looking beyond campaigns and headlines to understand:

  • How products are made.
  • How workers are treated.
  • Whether sustainability claims are accurate.
  • How transparent a business is about its operations.

By maintaining high standards, the media can strengthen public trust while encouraging brands to improve.

We can’t afford to wait for change — we must lead it. 

Steps the PR industry can take

  1. Thorough research and vetting: PR agencies must research clients thoroughly, considering not just their brand image but also their operational practices, including employee treatment, environmental policies, and supply chain transparency.
  1. Champion ethical clients: Senior PR agency leaders should advocate for clients who prioritise sustainability, fair labour practices, and human rights. Working with such companies can drive positive change and set an industry example.
  1. Refuse to represent unethical brands: PR agencies should decline opportunities with brands that have exploitative or harmful practices. Integrity is more valuable than any financial gain.
  1. Transparency and accountability: Agencies should encourage clients to be transparent about their practices. Brands committed to ethical standards should have nothing to hide and can inspire others in their industry.
  1. Support ethical influencers: Media, brands, and PR agencies should collaborate to promote influencers who prioritise sustainability and social responsibility, helping to shift the market towards responsible consumption.