We want all countries, political and economic systems as well as companies and human beings themselves to apply the following principles or human values:

• justice: we treat others as we would like to be treated ourselves
• respect: we will not damage someone’s dignity or privacy for the sake of money
• fairness: we keep a fair balance between the interests of the different parties involved
• honesty: we do not allow the selling of products that have deliberately hidden defects or that can be damaging to people (if they may involve a risk of damage people should be duly informed)
• liberty: the customer or supplier cannot be forced to buy, sell or use any product against his will
• consideration: customers and suppliers need to be served well and cannot be considered as mere money-generating agents
• humanity: we put people first and not money
• truthfulness: it is not allowed to attribute certain advantages or characteristics to products when they cannot be verified
• trustworthiness: the clauses of the warranty or the promises made in advertisements or other marketing publicity need to be complied with
• fair trade: workers, suppliers or people involved in the production of products may not be exploited
• guidance: marketing needs to guide and advise the consumer and not mislead him
• solidarity: part of the profits made by companies and of the income gathered by countries needs to be assigned to helping people and/or countries in need.

We respect Nature as a partner and will apply the principles of:

• justice: we do not damage Nature unnecessarily and we maximally reduce or phase out the pollution caused
• respect for Nature: we do not harm Nature just for the sake of money
• Nature-mindedness: we use as many natural products and ingredients as possible that are not damaging to Nature and we will reduce or phase out any process or products that harm Nature
• health: we agree that the health of Nature means the health of people and we therefore promote production processes that do not harm Nature or people
• sustainability: we invest in renewable raw materials and/or in renewable energy
• partnership: we consider Nature to be a partner and we realize we need her for a sustainable and healthy future
• Nature care: part of the profits made by companies and of the income gathered by countries needs to be assigned to Nature care.