Ethics in business has become a central question. Economic imperatives and competition pressure can sometimes conflict with fundamental values. In this context, how do companies, especially start-ups, manage to remain faithful to their principles while sailing in a world often perceived as morally vague? The ethical challenge is particularly pronounced for companies that want to both reconcile economic development and social, environmental and human responsibility. It is in this context that French start-ups, often innovative, make the bet to rethink their model to combine profitability and respect for values.
A globalization source of ethical tensions
Many companies are facing ethical dilemmas when they are established in countries where labor regulations, human rights and environments are less strict than in Europe or North America. Multinationals, faced with more flexible rules or different political contexts, may be tempted to adopt questionable practices to maximize their profits, such as the exploitation of low-cost labor or pollution of natural resources.
However, more and more consumers and investors are demanding more transparent and responsible practices. This social pressure leads to evolution towards more ethical models, even in competitive global markets. Thus, companies must face the need to maintain a balance between their economic performance and their obligations to the company.
French start-ups: an alternative ethical business model
If many established companies must juggle complex ethical issues, start-ups, younger and often more agile, are perceived as actors apart in this dynamic. They have the possibility of conceiving their economic model around human and environmental values from the start. However, this also represents a challenge, especially when they have to extend internationally and cope with world market pressure.
A recent study of BPI France On the impact of ethics in start-up practices shows that 72 % of young French companies integrate a social and environmental responsibility approach in their strategy. Indeed, these companies tend to integrate ethical practices as an integral part of their DNA, which constitutes a real asset in the face of a clientele increasingly aware of these issues.
Ethics: an issue of transparency and responsibility
Beyond the companies themselves, business ethics is increasingly observed by consumers and investors. Studies show that young generations, including generation Z, are particularly sensitive to ethical issues. According to a study carried out by the cabinet Dowelly In 2024, 63 % of consumers preferred to buy products from brands they consider responsible and ethical. Investors, for their part, are increasingly interested in environmental, social and governance (ESG) criteria to assess the long -term profitability of companies. In 2023, a study of Morningstar revealed that ESG investment funds had outperformed the conventional funds, stressing the growing interest in responsible commercial practices.
How can French start-ups maintain their ethics worldwide?
The main challenge for these start-ups is to remain faithful to their values while meeting the growing requirements of the global market. This requires rigorous management of transparency, a corporate culture anchored in solid values and clear communication with consumers.
Companies must also face the sometimes present contradictions between local requirements and their ethical commitments. For example, when a French start-up is established in a country with less strict work practices, it must ensure that its values of respect for human rights and decent working conditions are respected, which can be a challenge if economic pressure is too strong.
Examples of French start-ups that combine ethics and business
1/ Too good to go: fighting food waste
Launched in 2016, Too Good To Go is a French start-up that quickly won Europe and beyond with a simple but impactful proposal: fighting food waste. The principle is to allow consumers to buy the unsold the unsold local merchants at low prices, thus contributing to the reduction of food waste while promoting responsible consumption. Too Good To Go has managed to develop in around thirty countries while remaining faithful to its initial objective: to help consumers adopt a more responsible consumption and to support a circular economy.
This start-up embodies the alliance between ethics and profitability in a globalized environment. By developing its model internationally, it has been able to remain faithful to its values while adapting to the specificities of each market. For example, it was forced to adapt to local regulations on food security, while preserving its ecological and social commitment.
2/ Back Market: the circular economy in the service of ethics
Another French start-up that perfectly illustrates this ethical approach is Back Market, which launched in 2014 with the ambition to revolutionize the electronics market by encouraging the repair and resale of used electronic products. In a world where overconsumption and planned obsolescence are controversial subjects, Back Market has proposed a lasting alternative, updating electronic apparatus brought up, while reducing the ecological impact linked to the production of new products.
This start-up has not only managed to win the French market, but it has also developed internationally, in Europe and the United States, keeping an economic model focused on sustainability and environmental responsibility. In addition, Back Market also incorporates social aspects in its model, working with local repairers, thus contributing to the creation of jobs while supporting the local economy.
3/ Who is the boss?! : an ethical approach to the consumer
Launched in 2016, the initiative “Who is the boss?!” »Offers consumers to choose the manufacturing conditions of food products they buy. This start-up is distinguished by its process of total transparency towards the consumer and their commitments to producers, guaranteeing fair prices and environmentally friendly agricultural practices. Thanks to its model, the company was able to redefine the relationships between producers, distributors and consumers while respecting solid ethical values.
