Ever wondered how etheco decides which businesses deserve your attention? A colourful new animation lifts the lid on its clever scoring system, making ethical choices easier to understand for everyone

Etheco has launched a brand-new animation on YouTube, offering a fun, engaging and refreshingly simple explanation of the thinking behind its unique ethical ratings system.

Called The 4Ps Brain Explained, the short film takes viewers inside the etheco ‘brain’ to reveal how businesses are assessed against four key criteria: People, Planet, Pocket and Performance.

The aim? To help consumers better understand how etheco arrives at its ratings, giving them greater confidence to make informed choices about the businesses they support.

Created by etheco’s chief designer, Phillip Long, the animation transforms what could be a complicated process into something colourful, accessible and entertaining.

The idea grew out of an infographic Phillip had originally designed to explain the scoring system. Realising that animation could bring the concept to life even more effectively, he set about creating the 84-second film.

It was no small undertaking. From developing the script and graphics to recording the voiceover, composing the music and bringing everything together, the project took more than 45 hours to complete.

For Phillip, the brain is a particularly fitting image for etheco’s approach.

‘It’s a useful metaphor as it processes the information with more empathy than a machine with people and planet as priorities,’”’ he explains.

The result is a charming introduction to the thinking behind etheco, demonstrating that understanding ethical ratings needn’t be complicated.

Watch The 4Ps Brain Explained here.