Customers today advocate different causes.
For example, many customers prefer businesses with clear policies on sustainability and giving back to society. Customers prefer organisations with a clear vision and mission and with clear business values.
From the outset you can create a business that has a strong personality and a clear set of values that your customers can recognise and appreciate. There are schemes such as ISO 26000:2010 that you can follow voluntarily without the need to pay for certification. We will just guide you on a simple scheme and you can see that it actually pays off!