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“I’m not upset that you lied to me, I’m upset that from now on I can’t believe you.” ― Friedrich Nietzsche

We live in an era of mistrust. Fake news runs rampant and misinformation spreads on social media like wildfire. Consumers are understandably weary about everything from data breaches to how products are made. Because of this trust has quickly become one of the most valued commodities that we have. A study from Edelman says that 81% of consumers need to be able to trust the brand they buy from.

The relationship between business and consumer is like any relationship in life. A foundation of honesty and trust builds strong and lasting relationships. …


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Integrating an ambassador program into your strategy can be game changing for brands. We’ve written about how brand advocacy can help promote your business — it’s no secret that brand ambassadors are a proven way to spread your brands message, start conversations and build a highly engaged audience. Brands have everything to gain from working with ambassadors, from authenticity through to genuine leads.

By investing in a brand ambassador program a business can streamline processes and make collaboration simple. A good program can allow brands to focus on business and ambassadors to spend time creating great content. A bad program can lead to poor communication and blown-out budgets. …


The Key Steps Towards Ethical Fashion!

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The fashion industry is founded on a revolving door of trends that encourages people to consistently update their wardrobes in order to stay relevant. For brands, this has meant needing to churn out trends at record speeds to meet the cardinal consumer demand — fast and cheap. While it may be perfectly affordable to buy new outfits on a daily basis over the years people have come to understand that fast fashion comes at a cost. In fact, in Australia, we reportedly send 85% of the textiles we buy to landfill every year.

Supply chain transparency is in fashion

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There is a new sartorial trend set to hit the industry at large: transparent supply chains. That’s right; consumers are waking up to the reality that fast fashion comes at a cost. From the environmental impacts of manufacturing to sweatshops and overflowing landfill — a cheap outfit just isn’t worth the harm caused. Now a new breed of conscious consumer is demanding greater supply chain transparency and rallying around social causes like never before. The reality is that if your brand can’t keep up with this trend towards transparency and sustainability then you run the risk of being “cancelled”. …


Which one is right for your Brand?

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Brand advocate marketing is a well-established form of promotion that connects brands with real people who share content online to their engaged audiences and networks. An advocate elevates a product or brand by reviewing, recommending or supporting it in the form of social media posts and authentic content. An advocate is effective because they are genuinely passionate about the product or brand that they endorse and have the ability to start conversations and generate organic traction. …


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A regular woman is asked to describe her appearance in detail. A curtain separates her from a man with a drafting board who meticulously begins to sketch her features from her oral description alone. She leaves. A new person enters the room and is asked to describe that same woman and the man then sketches a second portrait. The woman is then shown both sketches side by side and realises that her perception of herself is more negative than it should be.

This is the premise of the iconic Dove Real Beauty Sketches, a brand campaign that has now been viewed around 180 million times. Dove started a movement for diverse and real beauty in 2004 and as a result sales jumped from $2.5 to $4 billion in the campaign’s first ten years. This just one powerful example of how a well executed content campaign can have staggering effects on how people perceive a brand. Dove swiftly transformed itself from a somewhat stagnant brand to being seen as a global champion of women, challenging and disrupting damaging beauty standards. …


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People often reference environmental sustainability and ethical standards in regards to food, beauty and fashion but many of us accept less than ideal conditions and practices when it comes to the electronics industry. Consumers are avidly and rightly demanding change, but as they drink fairtrade coffee from reusable cups, wearing ethically produced linen, they often forget about the inherent issues that exist in the production of the latest smart phone or electronic device.

Technology and the daily use of electronics have become so deeply embedded in our culture and our lifestyles that it is difficult to imagine our routines without them. It is becoming apparent that eco-innovation and more sustainable and humane practices are crucial to reform the harm the industry is doing. According to a study from the UN: “The world produces as much as 50 million tonnes of electronic and electrical waste (e-waste) a year, weighing more than all of the commercial airliners ever made. …


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A nonprofit organisation (NPO), not-for-profit organisation, or nonprofit institution, is an organisation traditionally dedicated to furthering a particular social or environmental cause by improving human and environmental well-being.

Thanks to the combination of strong community relationships and intimate local knowledge, these kinds of organisations play a vital role in building healthy communities by providing critical services that contribute to economic growth and stability.

There are approximately 56,000 non — profit organisations in Australia , but today, we want to share 10 of the most reputable:

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“The purpose of life is not to be happy. It is to be useful, to be honorable, to be compassionate, to have it make some difference that you have lived and lived well.” …


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In a nutshell, ethical standards are a set of principles that are created to provide guidance to a group of people or businesses to ensure that standards are being met in the conduct of their operations. Accreditation corporations are ultimately the union of businesses and non-for-profits coming together to solve some of the social and environmental issues that plague society due to over-consumption. By displaying a certification or accreditation on a product, a company is symbolising to customers and the world that it has been endorsed and is complying with a set of ethical and/or environmental guidelines.

There is a vast range of accreditation corporations in Australia and across the globe, covering all sectors and industries…


Natalie Marie Jewellery
Natalie Marie Jewellery
Natalie Marie Jewellery

The term ethical refers to products that are traded in ways that avoid any social, environmental, or economic harm. When your product is ethically made, it means that:

  • It uses materials you can trace back to the source, to ensure they’ve been produced in an ethical way.
  • It is made from recycled or sustainable materials.
  • It does not use child labour and ensures fair wages and working hours.
  • It does not use practices that pollute or impact the environment in a negative way.

The Ytao Connect platform is always looking for ethical brands that care about the environment and the society and that are always happy to show what’s behind their product’s journey. …


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Humans have held a fascination with gemstones, jewels and adornments for thousands of years. From ancient and indigenous cultures through to the multi-billion dollar industry that modern consumers recognise today, humankind have used jewellery as markers of rank, status and wealth and symbols of cultural, beauty and identity. But behind the glitter and alluring glamour of the modern jewellery industry is a dark of history of exploitation, conflict and environmental harm.

The current emergence of slow fashion trends and growing sustainability movements have lead consumers to be increasingly conscious about where jewellery is sourced and how it is manufactured. In its most simple form, sustainable and ethical jewellery should cause no harm to the environment it is sourced from, nor hurt the people involved in making it. Beyond causing no harm, ethical jewellery should help to build safer and better communities for the workers involved in producing it and operate with sustainable practices at the forefront. …

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Ytao Connect

Connecting Ethical Brands with Ambassadors!

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