The concept of "ethics" is more prevalent in the business world than ever before. At the same time, it often remains abstract. Many certifications conduct spot checks, document standards, and confirm conformity – but they neither monitor the development of corporate culture nor verify the genuine motivation to make a positive contribution.
Since last year, Sojourn has held the "Committed to Business Ethics" seal of approval from SunHearts. I met one of the founders of SunHearts at an event. What immediately impressed me wasn't a promise, but her clarity: understanding ethics as a structural management issue – not as moral self-promotion. Her approach was precise, calm, and consistent. That's exactly what convinced me.
SunHearts understands business ethics not as a static criterion, but as an ongoing transformation process . At its core is structured support for companies – long-term, individualized, and practical.
It's not about moral perfection. It's about seriously engaging with corporate responsibility – about continuous learning, conscious decisions, and honest self-reflection.
The "Committed to Business Ethics" seal of approval – a visible commitment
In 2023, SunHearts launched the first Swiss seal of approval for business ethics: “Committed to Business Ethics” .
Unlike traditional audit seals, this label isn't awarded only after complete implementation. It marks the conscious start of a journey . Companies publicly commit to systematically integrating ethical principles into their structures – accompanied by an external Ethical Business Guardian . The Guardian combines two roles: that of a Guardian, who provides guidance as the custodian of ethical principles, and that of a Gardener, who sets the stage, sows new seeds, and thus creates the conditions for ethical responsibility to grow and flourish within the company in the long term.
The seal is less an end than a beginning. It signals: We commit ourselves to making decisions in the best interests of the whole and to acting responsibly. We engage in a structured examination of ethical principles – and we take this responsibility seriously.
The “Common Journey” – how ethics is operationalized
SunHearts refers to the process as the "Common Journey to Business Ethics." This journey begins with ethical principles as a foundation and a shared clarification of values between management and SunHearts. This is followed by a structured analysis of the existing organizational structure.
- Decision-making processes
- Management structures
- Supply chains
- internal and external communication
- Dealing with conflicts of interest
Central to this is the role of so-called "Ethical Business Guardians"—external ethics consultants who support companies over an extended period. They coach, reflect, ask critical questions, and help translate values into operational routines.
The SunHeart Academy – Education as an integral component
In addition to mentoring, the SunHeart Academy offers further training programs for entrepreneurs and executives. Here, ethical principles are not discussed from a moral perspective, but rather explored and applied to business.
- How does a decision affect supply chains?
- How do incentive systems affect corporate culture?
- How can values be reflected in governance structures?
Knowledge, reflection, and application are intertwined. Ethics is understood as a management competency – not as a communicative add-on, but as an integral part of professional corporate management.
Karin Fuchs-Häseli and Deborah Keller, Co-Founders & Managing Partners SunHearts
Why this approach is relevant to the market
For business partners – especially in the premium, spa or hospitality context – ethical transparency is increasingly becoming a strategic factor.
Supply chains, material origin, management style, and decision-making quality have long shaped brand perception. Structural anchoring creates credibility – not through perfection, but through clarity.
SunHearts therefore positions ethics not as a moral obligation, but as a viable foundation for sustainable economic practice.
What this means for Sojourn
Since its founding, Sojourn has worked with family-run manufacturers, with the most transparent supply chains possible, and with a deliberately reduced product range. Many of these decisions stem from deep conviction.
This stance is systematically sharpened through the collaboration with SunHearts. Not in the sense of a "green claim," but as structured, continuous reflection .
For us, this means:
- Decision-making processes are being questioned more consciously.
- Structures are formulated more clearly.
- Responsibilities are made explicit.
- Development remains part of a defined framework.
What personally convinced us:
The approach makes demands – but it does not judge.
He structures things – but he doesn't moralize. That's precisely where his strength lies.
Travel instead of proof of status
An audit measures a point in time.
A journey accompanies change.
Companies evolve – through growth, new partnerships, and new markets. Decisions become more complex, and responsibilities more multifaceted. Ethics must evolve along with this process.
This is precisely where the strength of the SunHearts approach lies: Business ethics is not understood as a fixed state, but as a dynamic system that must be continuously maintained and reflected upon.
The label "Committed to Business Ethics" therefore does not stand for perfection. It stands for the conscious decision to take development seriously.
Conclusion: Structure creates trust
SunHearts does not provide a certificate for filing.
It provides a structured framework for corporate integrity – clear, methodical and designed for the long term.
For Sojourn, the collaboration was and is a logical step. Many of our decisions are based on deep conviction. SunHearts' structured approach provides them with added clarity and commitment.
We consciously situate our entrepreneurial decisions within a defined ethical context – not as an isolated measure and not as a communicative statement, but as a continuous management discipline .
For us personally, that is precisely where the value lies:
Attitudes are not just formulated. They are examined, refined, and further developed.
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Further information on the “Common Journey to Business Ethics”, the SunHearts Academy and the “Committed to Business Ethics” seal of approval can be found at:
www.sunhearts.org
Business ethics is not a state of being.
It is an ongoing process.