Brighton and Hove's eco-warriors have been demanding a more ethically-minded and cleaner planet for years.

Now research shows the city's small and medium-sized businesses are embracing environmentally-friendly practices and notions of fair trade.

Most are willing to turn down business from companies who fail to operate on a fair basis, according to a study by the Co-operative Bank.

The Clarity Business Morality survey showed 88 per cent of bosses in Brighton and Hove backed environmentally-sound business practices.

Eighty-three per cent of them claimed to put ideals into action by striving to recycle paper and use low-energy products wherever possible.

Diversity was also important, with 69 per cent believing businesses should employ a mix of ethnic groups reflecting the make-up of their communities.

However, the research showed 13 per cent of Brighton-based companies were still willing to do business with organisations who invest in oppressive regimes.

And four per cent were willing to profit from the use of child labour in the production of goods and services.

Forty-eight per cent of Brighton's bosses said environmental practices were difficult to implement, with 69 per cent saying these policies would cost them money.

Only 42 per cent of business bosses thought environmental practices were a financial burden on their business.

Sheila Macdonald, chief operating officer at the Co-operative Bank, said: "Our research has identified a new breed of ethically minded boss.

"Bosses no longer look to make a quick profit where they can.

"They are more considerate of the impact their business has in their local community and the wider world.

"It is great to see smaller companies realising the importance of adopting an ethical approach to business."

Celebrities including Supergrass singer Gaz Coombes and writer Julie Burchill are backing a campaign to make Brighton and Hove a Fairtrade city.

The idea is to ensure producers in the developing world get a fair price for the goods they export so they can reinvest in their businesses and feed their families.

So far, 55 businesses across the city, from major supermarkets to independent cafs, have joined the campaign by selling at least two products which meet Fairtrade standards.

Wednesday June 16, 2004