We believe that in today’s world, every business has to be based on firm ethical standards. Those are universal, global, and go beyond legal regulations. We want to drive the society towards a new operating model: The reason to exist as a business is to generate impact as opposed to just making money. Impact not universal, but the result of a structured process starting from the CEO covering all business functions. At the same time, we believe that businesses operating under ethical standards are financially more successful, due to more profitable business models, loyal consumers that appreciate and demand corporate values, and higher attractiveness among the workforce and talents. We call our model alterocentric business ethics.