Fairbrand is an ethical research and consulting firm that works with clients to apply trend analysis and help improve their businesses in an ethical manner. They presented their views on how some companies like Nike, Toms, Ecover, and Howies are approaching ethics and sustainability in different ways, either through their products, business models, or openness. They believe Nike's "Considered" approach should be a more overarching philosophy across their whole product range and visible to average consumers, rather than just another product line.