Values and Principles

Sustainable Value

We aim to create it by doing the right things in the right ways.

We believe that Sustainable Value is founded on integration. Sustainable Value integrates the economic, environmental and social dimension of sustainability. Sustainable Value integrates environmental and social dimensions into financial analysis and investment decision making. And Sustainable Value integrates academic research and real-world application.

We live in the real world and we are totally committed to make a positive difference to the lives of people, to our planet and to our industry.
A primary goal of most businesses has always been to maximize shareholder or owner wealth and thus continue operating into the future. However, in making decisions to be profitable and to remain in business into the future, Fullalove thinks way beyond our own organization and considers other external and critically important stakeholders.

Our approach is a major goal of sustainability, which is meeting the needs of the present generation without compromising the ability of future generations to meet their own needs. Another concept we believe in and applies to sustainability is corporate social responsibility (CSR), which is the set of actions that we take to assume responsibility for our impact on the environment, our local communities and social well-being. 


Simply put, sustainability at Fullalove is a win-win business approach to creating long-term value by taking into full consideration how we operate in the ecological, social and economic environments. Sustainability at Fullalove is built on the belief that developing such strategies foster company longevity, employee satisfaction, customer satisfaction and most importantly, helps people live better lives and protects our planet.


Ethical business practice is concerned with the obligations and responsibilities of Fullalove in society to uphold moral norms and to live up to the expectations of all stakeholders, the public, governmental entities, and society.

Here are our basic four ethical pillars: -

Trustworthiness: achieving trustworthiness involves being transparent and honest in all our actions and communications. Being trustworthy has a positive impact both internally and externally. Consumers appreciate openness, as it provides them with insight into how a business operates and conceptualizes the work that they do. Our staff also appreciate this quality in Fullalove.

Respect: showing respect for employees and customers involves following through on all our promises -- and providing sincere apologies and appropriate compensation if anything falls through. 

Fairness: treating our customers and employees with a sense of fairness and justice is of paramount importance to Fullalove. Manipulative behaviors aren't just unethical, but they are also unhelpful -- and the top priority of Fullalove is to be helpful to our customers and employees. All people are treated equally at Fullalove. 

Caring: our and all businesses, at the end of the day, are composed of human beings. Human beings that consume goods or services from Fullalove, and then human beings that work with us to produce those goods or services. We are always open to their struggles and we come sit together at the table with solutions will show real empathy. Fullalove shows a sense of caring and keeping the lines of communication is not just the ethical thing to do but also boosts the internal and external perceptions of our business.
Transparency: Fullalove’ business transparency comprises being open, honest, and straightforward about all company operations. We share information relating to performance, internal processes, sourcing, pricing, and our operating values & principles. Transparency builds trust, and makes our staff know for sure that they're working for a company with higher ethical standards. ... Adding transparency into our corporate culture, makes our people more engaged and committed to our vision.

Our People: we trust and respect one another for who we are and what we contribute. We are accountable to one another and empower every voice through open, courageous dialogue so everyone is heard and treated with respect. We see diversity of people and experiences as fuel for the creativity and innovation we need to be and deliver our best. We all have biases. However, we do not tolerate bias that excludes or minimizes anyone – all people belong. We’re committed to ensuring that we have a welcoming and inclusive culture where everyone’s voice matters and where people of all races, ethnicities, genders, gender identities, sexual orientations, ages, religions, disabilities and viewpoints can thrive.

We view each other as colleagues—part of the same team, striving to deliver the brand promise to our customers and each other every day. Individual performance is essential and valued, but never at the expense of the team.

Our Customers: relationships are at the heart of our business. We listen carefully and take their feedback very seriously. We strive to be essential to our customers by delivering exceptional value-based products, services and experiences every day – and promise to have their backs in everything we do.

Our Communities: we fully respect and care for our communities and are committed to working together so they can thrive and make a meaningful difference in the world.