At Adbusters, Liacas executed PR campaigns rallying against consumer culture. But with the green movement, Liacas told PRWeek he wanted to reward companies for their good corporate behaviour. In 2005, he launched Ethiquette.ca, a search engine of genuinely green consumer products for Canadians.
Launched last month, sister site Ethipedia.net focuses on sustainable business practices. The case studies must be approved the Ethipedia.net team, who aim to make sure enough information is provided so the strategies can be replicated by others.
“We judge the company by its actions, not by its corporate profile or mission statement,” says Liacas. “We did this because there is an enormous amount of hot air around sustainability, but not a lot of proven case studies for the public or other businesses to look at.”
So far, Ethipedia.net has published over 80 business practice submissions, including one from outerwear manufacturer Canada Goose, which details how it was able to maintain its production operations in Canada.
“From a communications point of view, it is meritocracy in the sense that the more good concrete practices your business submitted the more visible you will be on the site,” says Liacas. “Those submissions also help back up a company's image.”