The Importance of Ethical Thinking at Levi's

"I tried to explain where I was coming from in the beginning of this trend and how then it sort of took over and ate me alive essentially," he says. "It's no longer just internal communication, internal policy, but an insistence that good people, good consumers think this way." He adds: "If you like our values, you'll buy more stuff ... That's where they become very exclusionary and ultimately not good for business"