Social and Ethical Responsibility

“Magazines should be used to promote change and motivate younger generations. We’re bored of commercial magazines that focus on selling. If you have a platform, teach” – Tori West. Editor and creator, Bricks Magazine. (Radin, 2016)

Within its content and production, SUGAR is committed to providing ethical, social and political awareness in all aspects.

Correctly approaching the subject of social and ethical responsibility is a crucial part of this project, as this is the core of SUGAR and what inspired the concept from the start. Approaching this subject needs to be carefully thought through and approached appropriately in order to correctly serve SUGAR’s readership, and, to accurately represent the values of the movement.

Authenticity is a fundamental aspect of SUGAR’s brand identity and concept as a whole therefore constant transparency is a necessary part that will be apparent in all potential endeavours. SUGAR is open to brand partnerships, advertorials and adverts in the future however they will be fully disclosed and made aware they are paid. As well as this, all brands partnering with SUGAR must be in line with the ethics and values and share the same beliefs on equality, diversity, sustainability and transparency.

SUGAR is committed to sustainability and practises this by having a low print run. As well as keeping the exclusivity of the product at a high, it’s also a more sustainable approach. Digital copies are also available to purchase as a more sustainable option.

Equality and diversity are core believes for SUGAR and they will continuously be practised and respected throughout every aspect of the zine as well as appropriate recognition and payment for all models and contributors.

To further research this topic I conducted a small survey via Instagram Polls (see below). When asked if my audience was socially, ethically and politically aware, 89% of 116 participants answered yes. Of who answered yes, 73% of 100 participants stated that this would influence their decision to purchase a magazine. This data clarifies that a brands ethos and commitment to transparency are important factors in my target audiences purchasing decisions. Many people will invest into SUGAR for these reasons alone therefore it is vital to respect and understand all of those people.