Is it a fair deal?
The Fairness criterion examines whether the value exchange between your business and your customers, workers, and suppliers is genuinely equitable: whether everyone involved gets a fair return for what they contribute.
A strong answer demonstrates that pricing reflects genuine value rather than market power or information asymmetry, that workers in the supply chain are paid fairly and work in safe conditions, and that the business model does not extract disproportionate value from one party to benefit another. Fairness applies to customers (are they getting what they are paying for?) and to everyone else in the value chain. A weak answer focuses only on the customer relationship while ignoring the conditions under which the product is made or the terms on which it is sold.
Fairness is increasingly a commercial consideration as well as an ethical one. Customers, investors, and regulators are paying closer attention to supply chain practices and pricing models. Businesses built on fair relationships with all stakeholders tend to be more resilient and more trusted over the long term.
