Last Updated: 1 November 2025
This statement outlines 5sum’s commitment to ethical conduct, environmental responsibility, social equity, and strong governance.
It forms part of our corporate policy framework and applies to all operations, partnerships, and stakeholder interactions.
5sum engages only in projects that align with our ethical standards and corporate values. We do not participate in or support activities that promote hate, disinformation, illegal behaviour, or harmful products or services.
All marketing and communications produced by 5sum must be legal, decent, honest, and truthful, in compliance with applicable advertising and consumer protection laws.
We reserve the right to disengage from any client or project whose content, actions, or representations conflict with these principles.
Sustainability is embedded in our digital design and delivery practices. Our approach includes:
All sustainability-related claims made by 5sum are clear, verifiable, and supported by evidence. We reject misleading representation or “greenwashing” and uphold transparency in all communications.
5sum is committed to creating a diverse, equitable, and inclusive workplace. We value respect, collaboration, and opportunity for all employees, regardless of background, identity, or circumstance.
We enforce zero tolerance for discrimination, harassment, or unfair treatment. Reasonable accommodations are made for individuals with disabilities, and we actively encourage supplier diversity throughout our value chain.
5sum contributes to communities by sharing expertise and resources through:
We uphold high standards of ethical data use and AI governance, including:
Our advertising and media partnerships are reviewed to ensure that no financial or operational support is provided to harmful, exploitative, or misinformation-based platforms or campaigns.
5sum complies fully with all applicable laws and international standards on anti-slavery, anti-bribery, and anti-corruption.
We maintain a strict zero-tolerance policy against forced labour, human trafficking, and corrupt practices in all jurisdictions in which we operate.
5sum’s Environmental, Social, and Governance (ESG) strategy is overseen at the highest level of leadership. The Founder and Chief Marketing Officer (CMO) holds direct accountability for the implementation, performance monitoring, and reporting of ESG objectives across all business areas.
To ensure meaningful progress, 5sum establishes measurable ESG goals and monitors key indicators, including:
ESG and CSR performance are reviewed annually, incorporating feedback from employees, partners, and stakeholders.
Progress is evaluated in alignment with relevant United Nations Sustainable Development Goals (SDGs), specifically:
Performance outcomes, achievements, and areas for improvement are documented in internal reports and used to guide future strategy.
Questions, feedback, or concerns regarding this Statement or 5sum’s ESG practices should be directed to the designated ESG Compliance Contact.
Contact details are available on the official 5sum website and through internal communication channels.
5sum is a UK-based global brand, marketing, and media consultancy specialising in digital strategy and creative services.
Our capabilities include Brand Strategy, UX/UI and Product Branding, Digital Marketing and Campaigns, Performance and Growth, Visual and Content Creation, Motion and Media, Web Development, Copywriting, CRM, Analytics, SEO, and SEM, as well as fractional CMO and CDO services.
As a privacy-first consultancy built upon a lightweight and efficient technology stack, 5sum recognises that the way we conduct business is as important as the business itself.
This Corporate Social Responsibility (CSR) and Environmental, Social, and Governance (ESG) Statement defines our commitment to ethical, sustainable, and transparent business practices in every aspect of our operations.
5sum believes that integrating social responsibility, sustainability, and sound governance enhances long-term value creation and fosters trust among clients, employees, suppliers, and communities.
Our approach is grounded in the principles of human rights, fair labour, environmental stewardship, and anti-corruption.
We recognise that integrity in one area cannot offset harm in another — responsible business practices must apply consistently across all activities.
This Statement aligns with established global and national frameworks, including:
It also reflects leading standards within the marketing and digital industries to ensure that 5sum’s practices remain practical, credible, and future-oriented.
This Statement applies to all 5sum global operations and associated activities.
All individuals working under 5sum’s control — including employees, contractors, and freelance professionals — are covered by this policy and expected to uphold its principles.
All consultancy, creative, and strategic projects undertaken by 5sum are subject to the ethical, environmental, and governance commitments set out in this Statement.
Our principles extend to all key vendors, suppliers, and partners forming part of our delivery ecosystem.
We expect all third parties to adhere to comparable ethical and environmental standards.
This Statement covers all activities carried out through 5sum’s digital platforms, including our website, marketing systems, and recruitment channels.
While these do not involve e-commerce or account logins, all interactions — such as inquiries, newsletter subscriptions, and job applications — are governed by this policy.
5sum complies with all applicable local and international regulations, including data protection, accessibility, environmental, and employment laws, while maintaining alignment with the overarching global principles described herein.
In developing this Statement, 5sum has aligned with internationally recognised standards and best-practice frameworks to ensure credibility, transparency, and readiness for future compliance.
5sum embraces the principles of the Companies Act 2006, specifically:
Although 5sum is a small enterprise not legally required to publish such disclosures, we voluntarily adopt these principles as part of our responsible business governance.
5sum supports the Ten Principles of the United Nations Global Compact, which promote:
We contribute to the United Nations Sustainable Development Goals (SDGs) most relevant to our operations, including:
5sum adheres to the OECD Guidelines for Multinational Enterprises, which promote transparency, responsible business conduct, and respect for human rights across labour relations, environmental protection, anti-bribery, consumer interests, and taxation.
We apply ISO 26000 – Social Responsibility as a guiding framework, focusing on seven core subjects:
Where appropriate, 5sum also considers complementary international standards, including:
As a marketing and media consultancy, 5sum adheres to recognised industry codes and professional frameworks, including:
All advertising and communications produced by 5sum must be legal, decent, honest, and truthful, prepared with a clear sense of responsibility to consumers and society.
We also comply with:
In areas where 5sum’s commitments exceed statutory obligations, these are adopted voluntarily to future-proof our business and demonstrate leadership in responsible governance.
For example, while 5sum may not yet meet the thresholds for formal statements under the Modern Slavery Act 2015 or mandatory carbon reporting, we uphold their core principles of transparency, due diligence, and accountability in full.
This CSR and ESG Statement is formally approved by 5sum’s leadership and reviewed annually to ensure continued alignment with best practice, stakeholder expectations, and regulatory developments.
All employees, contractors, and suppliers are expected to familiarise themselves with and act in accordance with this Statement.
It is publicly accessible on the official 5sum website and available to clients and partners upon request.
Questions or feedback regarding this Statement should be directed to the ESG Compliance Contact listed in the final section.
Ultimate responsibility for Corporate Social Responsibility (CSR) and Environmental, Social, and Governance (ESG) performance at 5sum rests with the company’s leadership.
The Founder and Chief Marketing Officer (CMO), or an appointed ESG Lead, is accountable for implementing the commitments set out in this Statement. This role includes quarterly reporting to the board or senior management on progress, performance, and any emerging challenges.
Leadership accountability at the highest level ensures that ethical, sustainable, and responsible practices are embedded throughout 5sum’s strategy, operations, and culture.
To strengthen oversight, 5sum is assessing enhancements to its governance framework — such as appointing an ESG Committee or engaging an independent advisor — to provide additional scrutiny, external perspective, and continuous improvement recommendations.
This Statement will be formally reviewed on an annual basis, typically in the fourth quarter, to inform the planning cycle for the following year.
The review will be led by the ESG Lead in collaboration with the leadership team and will evaluate:
Where updates are required, all changes will be recorded in an internal Change Log.
Major revisions — such as new focus areas, performance targets, or expanded commitments — will be formally approved by the Founder/CMO and communicated to all employees, contractors, and partners to ensure consistent understanding and alignment across the organisation.
5sum fosters a culture of openness, accountability, and integrity, encouraging all employees to raise ethical, legal, or ESG-related concerns without fear of reprisal.
Every team member has a duty to uphold the standards defined in this Statement and to report suspected misconduct or non-compliance promptly.
To support this, 5sum provides:
Where concerns involve senior management, they may be referred to an independent advisor or legal counsel for impartial investigation.
All reports are treated seriously, investigated appropriately, and resolved through corrective or preventive action where necessary.
ESG accountability is also integrated into leadership and management responsibilities, ensuring that all team leaders actively promote and uphold 5sum’s ethical, social, and environmental commitments.
Consistent with the UK Companies Act 2006, Section 172, 5sum considers the interests of stakeholders in its decision-making processes.
This Statement reflects ongoing engagement with key stakeholder groups, including:
5sum maintains proactive stakeholder engagement through:
Although 5sum is not a large or publicly listed organisation, we are committed to transparency in communicating our sustainability values, performance, and progress.
We aim to:
Transparency is fundamental to trust and credibility.
By communicating both successes and areas where improvement is needed, 5sum demonstrates an unwavering commitment to continuous progress, ethical leadership, and responsible business conduct.
5sum’s client relationships are founded on shared values, mutual respect, and ethical integrity.
We undertake only those projects that align with our principles and the commitments set out in this Statement, and we reserve the right to decline or withdraw from any engagement that conflicts with them.
This approach protects both our reputation and the trust of our stakeholders, ensuring that the work we deliver and the clients we represent uphold the ethical foundation of the 5sum brand.
Before entering any engagement, 5sum applies a structured client and project-screening process to ensure alignment with our ethical standards and compliance expectations.
We will not engage in projects that:
5sum maintains a zero-tolerance stance toward projects that, directly or indirectly, involve modern slavery, human trafficking, child exploitation, or that glorify dangerous or harmful activities.
We also avoid partnerships with organisations that have known poor labour or environmental records, unless credible evidence of genuine reform is verified through due diligence.
5sum maintains a Prohibited Sectors List, reviewed periodically to reflect evolving legislation and social expectations.
We do not provide services to organisations engaged in:
This list may be expanded or refined as required.
Examples currently under internal review include tobacco, weapons manufacturing, and fossil-fuel extraction, where engagement depends on demonstrable progress toward sustainability and legal compliance.
5sum also reserves the right to decline any project that, while technically lawful, is deemed to have a detrimental social impact — for example, promoting public-health misinformation or predatory financial services.
Certain industries or subject areas, though lawful, may pose ethical or reputational sensitivities.
For these, 5sum applies enhanced oversight before accepting work.
Such sectors may include:
Each engagement within these categories is assessed individually, considering:
If the ethical, legal, or reputational risks outweigh potential benefits, 5sum will respectfully decline the opportunity.
Where collaboration proceeds, conditions or restrictions may be incorporated contractually to ensure responsible execution.
All client work delivered by 5sum must meet the highest standards of legal compliance, accuracy, and social responsibility.
All marketing communications must be factually accurate and not misleading.
Claims such as “market leader” or “environmentally friendly” must be substantiated with verifiable evidence prior to publication.
Information that could materially influence audience perception must never be omitted or distorted.
5sum complies fully with the CAP and BCAP Codes administered by the Advertising Standards Authority (ASA).
All materials must be legal, decent, honest, and truthful, prepared with a clear sense of responsibility to consumers and society, and must avoid causing offence or harm.
Additional precautions apply to sensitive categories such as healthcare, financial services, and legal sectors, where stricter ethical and regulatory standards govern communication.
All creative and marketing outputs must uphold dignity, equality, and respect.
5sum avoids stereotypes, exclusionary imagery, or language that marginalises any group based on race, gender, age, religion, sexual orientation, disability, or other protected characteristics.
Inclusive representation is actively encouraged, reflecting genuine diversity and fairness in line with global marketing codes of practice.
When communications may reach children or vulnerable groups, 5sum applies enhanced safeguards consistent with advertising and data-protection regulations.
Content must:
5sum does not knowingly target or collect data from minors without verified parental consent.
Projects involving vulnerable audiences are reviewed for ethical compliance before launch.
In all digital experiences, 5sum commits to ethical design principles.
We do not employ manipulative interface techniques (“dark patterns”) such as:
Our interfaces are designed to empower users by ensuring clarity, transparency, and informed choice at every interaction.
If, during an engagement, a client’s requests or conduct conflict with 5sum’s ethical principles — such as requesting misleading claims or deceptive optimisation practices — the matter will be escalated internally.
If unresolved, 5sum will exercise its contractual right to withdraw from the project, providing transparent reasoning.
Integrity and compliance will always take precedence over commercial considerations.
5sum operates an internal Client Ethics Review process as part of standard onboarding and account management.
Sales and account teams use a structured Ethics and Risk Checklist to assess potential clients and identify concerns for leadership review before engagement.
By maintaining rigorous diligence and selectivity in client partnerships, 5sum ensures that every engagement reinforces our ethical standards and aligns with our broader commitments under Section 172 of the Companies Act 2006 — promoting sustainable success through responsible, principled collaboration.
As a digital-focused consultancy, 5sum recognises that the most significant environmental impacts of our business arise from the digital products and services we design and deliver — particularly the energy usage of websites, digital media, and online advertising assets — as well as from our own IT infrastructure.
5sum is committed to sustainable digital innovation, delivering high-performance, accessible, and privacy-first solutions with the lowest possible carbon footprint.
Environmental and social considerations are embedded throughout every stage of our design, development, deployment, and maintenance processes.
For every web project, 5sum establishes performance budgets — setting clear targets for page size, load time, and network requests — to minimise unnecessary resource use.
This approach reduces both server energy consumption and user-side data transfer, improving efficiency while enhancing accessibility and user experience.
We avoid excessive third-party scripts, oversized media, and plugin dependencies that undermine efficiency.
Our developers employ best practices in code and asset optimisation, including:
When multimedia is required, bitrate optimisation and adaptive streaming are prioritised. This reduces data volume, improves accessibility, and lowers overall emissions.
5sum prioritises cloud and hosting providers powered by renewable energy or verified low-carbon infrastructure.
Wherever feasible, we partner with providers certified by recognised schemes such as The Green Web Foundation.
Content Delivery Networks (CDNs) are used strategically to reduce data travel distance and latency.
Our goal is for all 5sum-managed projects to be hosted on verified green infrastructure by 2026, with continuous annual improvement targets thereafter.
Energy efficiency is factored into every design decision.
Measures include:
Although 5sum is not yet ISO 14001 certified, we operate in accordance with its Plan–Do–Check–Act methodology:
5sum recognises that sustainability extends beyond carbon impact to include responsible data stewardship.
Data processing consumes energy and resources; therefore, minimising data collection also contributes to environmental and ethical performance.
We collect only the data strictly necessary to deliver functionality or measure aggregate performance.
Non-essential cookies or tracking technologies are avoided unless explicitly consented to by users.
Any project involving personal data undergoes a Data Protection Impact Assessment (DPIA) or Legitimate Interests Assessment (LIA) in compliance with the UK GDPR.
All forms, cookies, and data collection points on 5sum platforms are reviewed to ensure purpose limitation, transparency, and minimal data use.
Cookie consent mechanisms are designed to be transparent, easy to use, and fully compliant with PECR and GDPR.
No analytics or marketing cookies are set before consent is obtained, and users can easily opt out at any time.
Information security forms an integral part of our ESG commitment.
5sum aligns with ISO 27001 principles, implementing:
Robust data security safeguards personal privacy, business continuity, and stakeholder trust.
5sum ensures clarity in communication regarding data practices by:
Accessibility is a central element of ethical and sustainable digital design.
5sum ensures that all new websites and digital outputs conform to WCAG 2.2 AA standards as a minimum.
Key accessibility measures include:
All design and development staff receive periodic accessibility training, embedding inclusive design principles at every project stage.
For legacy systems, 5sum conducts accessibility audits and provides progressive remediation plans to remove barriers.
These standards align with the UK Equality Act 2010 and equivalent international accessibility laws.
Sustainability extends to all digital media and advertising placements managed or advised by 5sum.
We prioritise ethical and energy-efficient practices, including:
When comparable solutions exist, 5sum favours vendors with verified renewable energy use, carbon-neutral operations, and transparent privacy practices.
5sum actively measures the estimated carbon footprint of websites and digital assets using established tools such as the Website Carbon Calculator.
Metrics are based on page weight, data transfer, energy source, and visitor traffic.
Our baseline measurement for the 5sum website is 0.23g CO₂ per page view, and our goal is to reduce this by 50% within 12 months through optimisation and hosting improvements.
We track and review the following performance indicators:
If performance metrics decline, corrective actions such as code refactoring, asset optimisation, or CDN configuration will be applied.
5sum’s direct emissions (Scope 1) are minimal due to our primarily remote and digital operations.
Scope 2 emissions derive from electricity consumption, while Scope 3 emissions include remote-work energy use, digital supply chain impacts, and client-facing digital products.
We are progressively mapping all three categories to identify reduction priorities.
Definitions:
Following baseline assessment, 5sum will set annual reduction targets, including:
5sum continually monitors developments in sustainable web design, including the W3C Web Sustainability Guidelines, and updates internal standards to reflect evolving technology and regulation.
5sum’s Sustainable Digital Practices reflect our commitment to environmental responsibility, data ethics, and accessibility in every aspect of digital creation.
Through renewable hosting, efficient design, privacy-first development, and measurable improvement, we aim to reduce digital carbon emissions while maximising performance and inclusivity.
Each project is viewed as an opportunity to advance a more sustainable and ethical digital ecosystem — one that benefits clients, users, and the planet alike.
5sum is committed to being an employer and partner that champions diversity, equity, and inclusion.
We believe that a diverse team and inclusive culture drive creativity, innovation, and resilience, while reflecting the global communities and audiences we serve.
Equally, we uphold high labour standards across all operations and expect the same from our partners and suppliers.
5sum provides equal opportunity in every aspect of employment, including recruitment, promotion, compensation, and professional development.
All decisions are based solely on merit — considering qualifications, performance, and potential — without discrimination of any kind.
We do not tolerate discrimination based on:
This commitment aligns with the UK Equality Act 2010 and equivalent international legislation. It also applies to contractors, freelancers, and all external collaborators.
Our recruitment process promotes inclusion and fairness through:
5sum maintains a workplace — physical or virtual — where everyone feels safe, respected, and valued.
Harassment, bullying, or intimidation are strictly prohibited, including:
We maintain an anti-harassment policy with confidential reporting channels and a defined investigation procedure. Violations may lead to disciplinary action up to and including termination.
Managers are trained to model inclusive leadership, address concerns promptly, and maintain respectful communication.
Cultural inclusion is encouraged by recognising and celebrating diverse traditions and beliefs, with flexibility for religious or cultural observances.
Leadership regularly reinforces DEI as a core organisational value, not merely a compliance requirement.
5sum provides reasonable accommodations for employees and applicants with disabilities or health conditions to ensure equal access to roles and opportunities.
Examples include:
We meet and aim to exceed the requirements of the UK Equality Act 2010 and the U.S. Americans with Disabilities Act (ADA) where applicable.
Accessibility begins internally: our own digital tools, communication systems, and internal documents are designed to be inclusive and compatible with assistive technologies.
Flexibility has long been integral to 5sum’s inclusive and sustainable approach.
We offer hybrid and remote work options to support:
Performance is assessed based on results and quality, not on physical presence or logged hours.
Flexible work reduces commuting emissions, aligning with our environmental sustainability objectives.
We uphold inclusive communication practices to maintain team cohesion and accessibility in virtual environments.
5sum is committed to fair and transparent compensation across all roles.
Our pay-equity framework includes:
Promotions and raises are determined through objective criteria — performance, skill development, and business need — within a structured review process.
Every employee has access to clear career-growth pathways, mentorship, and training opportunities, with focused support for under-represented groups.
5sum fosters continuous learning to deepen understanding of inclusion and equity.
Training initiatives include:
New hires receive a DEI orientation during onboarding, ensuring awareness of expectations under our Code of Conduct and Values Charter from the outset.
Diversity extends beyond our workforce to our partnerships and procurement.
5sum promotes inclusion in its value chain by supporting diverse-owned and under-represented suppliers, including women-, minority-, and LGBTQ+-owned enterprises.
We maintain transparent and fair procurement processes and proactively seek opportunities to partner with diverse vendors.
Our current objective is to allocate at least 15% of discretionary procurement spend to diverse suppliers by 2026, with annual monitoring and public reporting in our CSR updates.
5sum upholds all applicable labour and employment laws relating to working hours, benefits, and fair treatment.
We expressly prohibit:
All employment relationships are entered freely and voluntarily.
These principles align with the U.N. Global Compact Principles 1–6 and the International Labour Organization (ILO) Core Conventions.
Although 5sum’s workforce is not unionised, we respect the right to freedom of association and collective representation.
We maintain open, transparent channels for raising and resolving workplace concerns.
5sum prioritises the physical and mental well-being of all team members.
We comply with relevant occupational health and safety regulations and provide:
We discourage excessive working hours and promote work-life balance within a psychologically safe environment where employees can raise issues without fear of stigma or reprisal.
5sum conducts anonymous DEI and engagement surveys to monitor progress and identify areas for improvement.
Findings are reviewed by leadership and used to refine policies and programmes.
By embedding fairness, respect, and inclusion into daily operations, 5sum not only meets legal and ethical standards but builds a culture where everyone can thrive — strengthening creativity, retention, and excellence across our work and partnerships.
As a boutique consultancy, 5sum recognises its responsibility not only to operate ethically but also to contribute positively to the broader community and digital-media industry.
We apply our expertise in marketing, design, and technology to empower others, drive positive change, and raise professional standards across the creative and digital sectors.
Each 5sum engagement includes an element of knowledge transfer.
Rather than functioning as a closed “black-box” agency, we equip client teams with the understanding and tools to sustain and evolve what we deliver.
Following project completion, we provide tailored workshops and training sessions on topics such as:
This approach ensures long-term success for clients and amplifies the positive impact of our work.
5sum dedicates a portion of its annual capacity to publishing open educational materials for public benefit.
We commit to releasing a minimum of six high-quality resources per year, including articles, guides, and downloadable toolkits covering:
All resources are freely accessible via our website and distributed through relevant professional networks.
5sum encourages employees to participate in conferences, webinars, and community events.
Our team members regularly share expertise at marketing, design, and technology forums — both in-person and online — promoting topics such as digital ethics, sustainable innovation, and responsible communications.
These activities strengthen our position as a thought leader and help advance standards across the global marketing industry.
5sum dedicates a meaningful portion of its professional capacity to supporting organisations that create positive social or environmental impact.
We allocate at least five percent of total billable hours each year — approximately 100 hours — to pro-bono or low-bono work aligned with our mission and values.
Eligible beneficiaries include:
Pro-bono projects are selected through a transparent internal process that allows employee nominations.
At least one active pro-bono engagement is maintained at all times, ensuring consistent contribution while balancing operational capacity.
5sum supports the next generation of digital professionals by hosting at least one paid internship annually.
We prioritise candidates from under-represented or disadvantaged backgrounds and provide structured, cross-department learning experiences in branding, UX/UI, content, analytics, and strategy.
All interns receive hands-on mentorship from senior professionals and fair pay in line with ethical employment standards.
Employees are encouraged to mentor students and early-career professionals through portfolio reviews, skills coaching, and career guidance.
5sum collaborates with universities, digital academies, and mentorship networks to expand pathways into the creative and technology sectors.
These initiatives reflect our belief that access to opportunity should be inclusive, equitable, and merit-based.
5sum actively collaborates with leading industry bodies and alliances promoting responsible marketing and media sustainability, including:
Through participation in these initiatives, 5sum contributes to raising ethical and sustainability standards across the global marketing and communications ecosystem.
When 5sum develops digital tools or frameworks with public value, we make them accessible under appropriate open licences.
This includes:
We also contribute to open-source projects we rely upon — such as WordPress, Strapi, and Next.js — reinforcing our commitment to the shared knowledge economy that underpins modern digital innovation.
Beyond professional contributions, 5sum encourages employees to give back to their communities.
Each employee receives one fully paid volunteer day per year, or equivalent quarterly hours, to support a cause of their choice.
Examples of volunteer activities include:
Volunteer activities are logged and celebrated internally, demonstrating that our values extend beyond commercial outcomes into real-world impact.
To maintain transparency and demonstrate progress, 5sum measures its community and industry engagement using clear performance indicators, including:
Our minimum annual objectives are to:
Performance against these objectives is reviewed annually and summarised within the 5sum CSR and ESG progress report.
We recognise that measurable, consistent engagement is essential for achieving authentic and lasting social impact.
Through education, collaboration, and community service, 5sum contributes meaningfully to the advancement of ethical and sustainable digital practices.
By investing our time, skills, and creativity in the wider community, we create a cycle of shared value — elevating professional standards, empowering individuals, and strengthening the ecosystem in which we operate.
Our community engagement reflects who we are: ethical, inclusive, and committed to progress beyond profit.
Emerging technologies such as artificial intelligence (AI) and advanced data analytics are transforming marketing and communications.
5sum embraces these innovations to enhance insight, creativity, and efficiency — while recognising the ethical implications, regulatory obligations, and potential risks they pose.
We commit to using AI and data responsibly, ensuring that all applications:
Our principle is clear: AI augments human expertise, not replaces it. Every automated process remains under human governance.
AI may be used at 5sum in the following areas:
Each potential AI use undergoes a risk-and-impact assessment evaluating:
We operate under a human-in-the-loop standard — all AI-assisted outputs that affect clients, consumers, or stakeholders are reviewed and approved by a qualified human before release.
All public or client-facing outputs created or influenced by AI are subject to human review and sign-off.
Examples include:
5sum does not permit fully automated content publication or decision-making. Accountability rests with us, not with the technology.
If errors or harm occur, we accept responsibility and corrective action.
All staff receive training on AI limitations, verification procedures, and documentation requirements.
AI systems can unintentionally reinforce bias. 5sum minimises this risk through structured safeguards, including:
We follow the ICO Guidance on AI and Data Protection (2023) and ensure all AI use remains within reasonable user expectations.
5sum explicitly prohibits:
These principles are non-negotiable and form part of our core ethical policy.
Transparency underpins trust. 5sum documents and discloses all significant AI applications in its workflows and client projects.
We prioritise explainability — the ability to interpret why a model produced a given output.
If a client or user requests clarification, 5sum provides a human-readable explanation or employs interpretable models.
If a tool cannot meet our explainability standard, we either avoid it or apply heightened oversight.
All AI-related data processing at 5sum is conducted on a lawful basis under the UK GDPR.
Individuals are informed of data use, and data is never repurposed beyond its original scope.
5sum does not input confidential or personal data into public AI tools that may retain or train on that data.
We use only enterprise-grade or locally hosted AI environments that ensure data isolation, confidentiality, and non-retention.
All third-party AI providers are bound by Data Processing Agreements (DPAs) and undergo strict security and compliance vetting.
Where appropriate, data is anonymised, aggregated, or replaced with synthetic datasets for analysis and testing.
This approach reduces privacy risk while maintaining accuracy and integrity.
We monitor developments under the EU Artificial Intelligence Act (2024) and other relevant frameworks.
If any 5sum AI application falls into a “high-risk” category, enhanced governance, documentation, and oversight controls are implemented — or the use is discontinued.
Most of our AI use cases are categorised as “limited-risk,” but we treat all with equal transparency and care.
AI does not exempt creators from intellectual property obligations.
5sum ensures that all AI-assisted work meets legal and ethical standards for originality, authorship, and copyright.
Our approach includes:
Any deliverable incorporating AI assistance is transparently disclosed to clients with confirmation of rights and originality.
5sum will not build, deploy, or support AI systems that:
We decline client requests that violate these principles. Ethical compliance always takes precedence over commercial opportunity.
5sum maintains an internal register of all approved AI tools, recording their use, risk level, and controls.
This register is reviewed quarterly by leadership to ensure ongoing compliance and risk mitigation.
All employees receive annual AI ethics training covering bias awareness, privacy, explainability, and emerging regulations.
We encourage professional development through external AI governance certifications and continuous learning.
5sum aligns its practices with globally recognised frameworks, including:
Our governance framework is reviewed annually to remain aligned with technological and ethical developments.
5sum believes that AI can enhance creativity, efficiency, and insight — but only when used with integrity.
Our Data and AI Ethics principles ensure fairness, transparency, privacy, and human accountability across all applications.
By embedding responsible AI governance into every project, 5sum ensures that innovation serves humanity — building trust, protecting rights, and advancing sustainable digital progress.
5sum recognises that ethical responsibility extends beyond internal operations to the wider media and marketing ecosystem.
We are committed to ensuring that:
Through responsible media planning and rigorous substantiation of claims, 5sum safeguards consumer trust, strengthens brand integrity, and upholds the credibility of the marketing profession.
In programmatic and digital advertising, ads can unintentionally appear next to extremist, misleading, or harmful material. 5sum takes proactive measures to prevent this by applying brand-safety and suitability filters based on recognised frameworks such as those of the Global Alliance for Responsible Media (GARM).
Controls include:
We apply each platform’s built-in brand-safety settings, including YouTube inventory filters, Meta adjacency controls, and LinkedIn verified publishers.
If a platform becomes associated with disinformation or extremist activity, 5sum will pause or redirect spend in alignment with ethical advertising initiatives such as Stop Hate for Profit.
5sum partners only with media outlets and networks that demonstrate:
We avoid ad networks engaged in low-quality or exploitative practices, prioritising ethical integrity and contextual relevance over cost alone.
We reject ad-technology practices that mislead or exploit users. 5sum does not deploy:
Our strategies aim to balance performance with social responsibility, ensuring advertising supports rather than undermines a healthy digital environment.
5sum adheres to the UK Competition and Markets Authority (CMA) Green Claims Code, which requires that environmental statements be:
Before publishing or approving any claim, 5sum requires substantiation such as independent certification or supplier verification.
Generic or vague terms such as “eco-friendly” or “green” are prohibited unless fully explained and evidenced.
We ensure the overall impression of a campaign does not exaggerate minor environmental efforts or misrepresent impact.
Transparency about scope and limitations fosters long-term credibility and public trust.
Claims relating to social or ethical impact (for example, “fair trade,” “cruelty-free,” or “charitable giving”) must be supported by verifiable evidence.
5sum confirms certification status with recognised bodies, verifies charitable donations or timeframes, and ensures cause-related marketing reflects genuine commitment rather than symbolic promotion.
Campaigns addressing social issues such as equality, inclusion, or mental health are reviewed for authenticity and respect.
We avoid stereotyping or exploitative imagery and ensure that all communications protect dignity and cultural awareness.
5sum complies with all relevant advertising and disclosure regulations, including:
We also observe sector-specific regulations covering financial promotions, health and nutrition claims, and responsible advertising standards.
When uncertainty arises, 5sum favours full transparency and, where appropriate, consults independent legal counsel to verify compliance.
5sum maintains ethical and transparent practices in all influencer and creator collaborations.
We ensure that:
Influencer contracts include explicit ethical clauses requiring removal or correction of any misleading or non-compliant content.
After campaign launch, 5sum continuously monitors:
If any advertisement appears in an inappropriate context or a claim is disputed, 5sum will:
This process ensures learning, accountability, and continual improvement.
By maintaining rigorous standards for brand safety, truthful claims, and media ethics, 5sum ensures that its marketing activities protect consumers, uphold integrity, and advance responsible communication.
We believe effective marketing should amplify truth, not distort it — and that honest storytelling and ethical media investment are essential foundations for a fair, sustainable digital world.
5sum’s ethical standards extend beyond our internal operations to our entire value chain.
All suppliers, contractors, freelancers, and partners are expected to uphold the same integrity, responsibility, and respect for people and the planet that define our organisation.
Our Supplier Code of Conduct establishes clear expectations across legal, social, environmental, and governance domains.
Compliance with these principles is a condition of engagement with 5sum and a prerequisite for continued partnership.
Suppliers must comply with all applicable laws and regulations in their jurisdictions, including but not limited to:
Specific focus areas include:
Suppliers must conduct all business ethically, maintain accurate records, and cooperate with any legitimate compliance reviews or audits.
5sum maintains zero tolerance for human-rights violations within its supply chain.
Suppliers are required to:
Suppliers should align with the UN Global Compact Principles 1–6 on human rights and labour and are encouraged to seek certifications such as SA8000 Social Accountability.
High-risk suppliers may be required to provide supporting documentation of compliance.
Suppliers must provide a safe and healthy working environment compliant with occupational health and safety legislation and recognised standards such as ISO 45001.
Requirements include:
These expectations apply to all vendors, including those operating in digital or remote contexts.
Suppliers are expected to minimise environmental impact and operate in compliance with relevant environmental laws.
They must:
Examples include:
5sum gives preference to suppliers demonstrating environmental leadership or certifications such as ISO 14001 Environmental Management.
Suppliers are encouraged to align with 5sum’s goal of achieving net-zero operational emissions by 2030.
Suppliers handling personal or confidential information on behalf of 5sum must uphold strict data security and privacy standards, including:
Suppliers unable to demonstrate adequate security practices will not be entrusted with sensitive data.
Any breach must be reported immediately and remediated without delay.
5sum enforces a zero-tolerance policy toward bribery and corruption across all operations.
Suppliers must not offer, promise, give, or receive bribes, facilitation payments, or undue advantages in connection with 5sum’s business.
All suppliers must comply with the UK Bribery Act 2010, which applies globally to all associated persons.
They are required to:
Violations of this policy are grounds for immediate termination and potential legal action.
Suppliers must comply with all applicable anti-discrimination and equality laws, ensuring fair and inclusive workplaces.
They must:
5sum prioritises partnerships with suppliers demonstrating inclusive practices, such as diverse leadership or participation in supplier-diversity initiatives.
Any serious or repeated breach of equality principles may result in contract termination.
Suppliers whose work affects 5sum’s services must meet applicable quality, accessibility, and sustainability standards, including:
Failure to meet agreed standards may lead to corrective action or removal from the preferred-vendor list.
By working with 5sum, suppliers agree to comply with this Code of Conduct.
5sum reserves the right to:
Our approach emphasises collaboration and improvement. However, serious misconduct or failure to remedy non-compliance will result in immediate contract termination.
Suppliers meeting the threshold under Section 54 of the UK Modern Slavery Act 2015 (annual turnover ≥ £36 million) must provide a copy of their Modern Slavery Statement or an equivalent disclosure.
All other suppliers must affirm in writing that they:
5sum includes explicit anti-slavery clauses in contracts to reinforce compliance and transparency throughout its supply chain.
The Supplier Code of Conduct is issued to all key suppliers during onboarding.
Written acknowledgment is required before or during contract initiation.
In cases where clients impose their own supplier codes, 5sum aligns with the strictest applicable standards across all parties.
Through these shared expectations, we:
5sum views suppliers as an extension of our business and a reflection of our values.
By maintaining clear, enforceable expectations across ethics, human rights, environment, and inclusion, we ensure every partnership contributes to positive impact.
Integrity, fairness, and sustainability guide not only how 5sum operates, but also how we choose those who work alongside us.
5sum unequivocally condemns all forms of modern slavery, forced labour, human trafficking, bribery, and corruption.
We operate a strict zero-tolerance approach to such practices and comply fully with the UK Modern Slavery Act 2015, the UK Bribery Act 2010, and all applicable UN, UK, EU, and US OFAC sanctions regimes.
Our commitment is absolute: we will not knowingly engage with, support, or benefit from any organisation or individual involved in human exploitation, corruption, or sanctioned activity.
Modern slavery — encompassing slavery, servitude, forced or compulsory labour, and human trafficking — is a grave violation of human rights.
While 5sum’s operations present a low inherent risk, we voluntarily align with the transparency principles of Section 54 of the UK Modern Slavery Act.
A detailed Modern Slavery and Human Trafficking Statement (Annex 7) outlines our policy, procedures, and accountability framework.
We monitor our supply chain to identify and prevent potential risks of exploitation.
For any higher-risk engagements — such as merchandise, event logistics, or facilities management — we will:
All supplier agreements require:
Procurement, vendor-management, and leadership staff receive regular training on identifying and reporting red-flag indicators, including:
Any suspicion of exploitation must be escalated immediately and will be handled confidentially.
If modern slavery is identified within our supply chain, 5sum will:
We actively participate in wider industry initiatives that promote ethical supply chains and human-rights due diligence.
The UK Bribery Act 2010 applies globally to UK companies and prohibits both offering and accepting bribes.
5sum enforces a zero-tolerance policy toward all forms of bribery, facilitation payments, and corruption.
No employee, supplier, or third-party representative may offer, solicit, or accept anything of value to improperly influence a business decision or obtain an unfair advantage.
Our anti-bribery framework aligns with the Ministry of Justice’s Six Principles for “adequate procedures”:
Facilitation payments — unofficial sums to expedite routine services — are strictly prohibited.
5sum will never make or accept such payments and instead pursues lawful administrative resolution.
Reasonable, transparent hospitality is permitted only when it serves a legitimate business purpose.
5sum maintains a confidential whistleblowing channel for reporting suspected bribery or corruption.
All reports are investigated promptly and discreetly.
Retaliation against whistleblowers is prohibited and may result in disciplinary action or termination.
All third-party partners, consultants, and subcontractors must comply with anti-corruption laws and 5sum’s ethical standards.
Any breach results in immediate termination and, where necessary, notification to relevant authorities.
Although 5sum’s risk exposure is low, we maintain ongoing vigilance through Know Your Customer (KYC) and sanctions screening against:
We will not conduct business with, or on behalf of, any sanctioned individuals, entities, or jurisdictions.
5sum will not:
Any sanctions hit or red flag is escalated immediately to leadership for review and, if necessary, withdrawal from engagement.
5sum adheres to all export-control laws governing encryption, software, and cross-border data use.
Only licensed or compliant vendors and cloud providers are employed, ensuring lawful handling of digital assets and technology.
Compliance at 5sum is a living commitment. Each year, as part of our ESG Review and Governance Cycle, we will:
We monitor developments such as proposed Modern Slavery Act reforms, updates to the Bribery Act, and evolving sanctions enforcement frameworks, ensuring prompt adaptation to emerging standards.
Through rigorous controls and unwavering commitment to ethical conduct, 5sum reinforces its dedication to legality, transparency, and human dignity.
Our position is clear and absolute:
“We do not tolerate exploitation.
We do not pay bribes.
We do not deal with sanctioned parties — ever.”
Turning commitments into measurable results is central to maintaining transparency, credibility, and accountability.
5sum has therefore established a focused set of Key Performance Indicators (KPIs) and measurable targets across the most material aspects of its Environmental, Social, and Governance (ESG) commitments.
As an agile SME, we prioritise indicators that are practical, verifiable, and scalable. These KPIs will evolve as 5sum collects baseline data and strengthens its reporting capacity.
All metrics follow the SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound) and align with global frameworks such as:
KPI: Percentage of client digital projects (websites or applications) hosted with providers powered by 100% renewable energy or equivalent certified offsets.
Supports SDG 13 – Climate Action and 5sum’s commitment to low-carbon infrastructure.
KPI: Average webpage weight (MB) and estimated CO₂ emissions per page view for new builds.
Supports SDG 12 – Responsible Consumption and Production.
KPI: Annual CO₂e emissions from operations (Scopes 1–3 under GHG Protocol).
Supports SDG 13 – Climate Action and early adoption of climate-accounting best practice.
KPI: Percentage of new digital projects meeting WCAG 2.2 AA accessibility standards at launch.
Supports SDG 10 – Reduced Inequalities and compliance with the UK Equality Act 2010.
KPIs: Workforce diversity by gender and ethnicity; inclusion perception score.
Supports SDG 5 – Gender Equality and SDG 8 – Decent Work and Economic Growth.
KPIs: Total hours contributed to community work and professional training.
Also tracks the number of external participants mentored or trained, with year-on-year growth goals.
Supports SDG 4 – Quality Education and SDG 11 – Sustainable Cities and Communities.
KPI: Percentage of employees completing annual ESG training.
Measurement ensures cultural engagement beyond procedural compliance.
KPI: Percentage of key suppliers acknowledging or signing 5sum’s Supplier Code of Conduct.
Supports Modern Slavery Act 2015, Section 54 and SDG 16 – Peace, Justice & Strong Institutions.
KPI: Completion and publication of annual ESG policy review.
Each KPI is assigned a responsible owner accountable for data collection, monitoring, and action planning.
All metrics are maintained within the KPI Register (Annex 6), which includes:
Progress is reviewed quarterly by the ESG Lead and annually by senior management as part of the ESG Review & Continuous Improvement cycle (see Section 18).
Targets may be refined transparently as data maturity increases, with “stretch” goals introduced where milestones are exceeded.
Initially, performance data will be managed internally to ensure accuracy and control.
As data systems mature, 5sum will begin publishing selected metrics publicly through an annual ESG or Impact Report.
Reporting will align with relevant GRI Standards (GRI 302, 305, 401, 405, 413) and include supporting documentation or third-party verification as the company scales.
5sum’s KPIs convert our ESG commitments into tangible, measurable outcomes.
They allow us to track and demonstrate progress across environmental performance, social inclusion, ethical governance, and community engagement.
By setting clear, evidence-based goals, 5sum ensures that growth remains sustainable, transparent, and accountable — building a foundation of continuous improvement that reinforces our mission to create ethical, future-ready impact through every project and partnership.
Embedding ESG principles at 5sum is a continuous process.
We recognise that sustainability, ethics, and governance are dynamic disciplines, constantly shaped by new regulations, technologies, and stakeholder expectations.
Our objective is straightforward: to review, refine, and raise our standards each year.
Through structured evaluation and accountability, we ensure that 5sum remains transparent, responsive, and aligned with both our values and the evolving global sustainability landscape.
5sum will conduct a formal review of this CSR/ESG Statement and all related policies at least once every 12 months.
The review will be led by the Founder/Chief Marketing Officer (CMO) or designated ESG Lead, with cross-functional input from all departments.
The annual review includes:
Although 5sum is not required to publish a formal sustainability report, we are committed to transparent communication proportional to our size and impact.
While external assurance is not yet a requirement, 5sum remains open to independent verification or certification where it strengthens trust and credibility.
Potential future initiatives include:
Our immediate priority is to ensure internal accuracy, completeness, and traceability of ESG data before external validation.
After each annual review, 5sum will map its progress against the United Nations Sustainable Development Goals, demonstrating tangible contribution to global priorities.
| SDG | Title | How 5sum Contributes |
| SDG 5 | Gender Equality | Inclusive hiring, equitable pay, and diverse leadership representation in both workforce and media outputs. |
| SDG 8 | Decent Work & Economic Growth | Ethical labour practices, fair supplier standards, and skills development through pro-bono work and training. |
| SDG 12 | Responsible Consumption & Production | Sustainable design, verified green claims, and reduced digital carbon emissions. |
| SDG 13 | Climate Action | Green hosting adoption, emissions reduction, and energy-efficient operations. |
| SDG 16 | Peace, Justice & Strong Institutions | Anti-bribery, anti-disinformation, and transparent governance that promotes institutional integrity. |
Future reviews will assess inclusion of additional goals—such as SDG 4 (Quality Education) and SDG 9 (Industry, Innovation & Infrastructure)—as our impact broadens.
5sum believes that continuous improvement depends on continuous dialogue.
Employees, clients, suppliers, and external stakeholders are encouraged to provide feedback or recommendations via our dedicated ESG contact channel (see final section).
All feedback is reviewed by the ESG Lead and, where relevant, integrated into improvement plans or the next review cycle.
Internally, an annual ESG workshop invites staff to propose new ideas, share lessons learned, and co-design solutions.
To remain aligned with best practice, 5sum periodically benchmarks its approach against:
Benchmarking allows us to identify innovation opportunities and maintain leadership in responsible marketing, digital ethics, and sustainable operations.
5sum adopts a Plan–Do–Check–Act (PDCA) methodology consistent with ISO management frameworks:
This cyclical process ensures that ESG integration deepens with every iteration—strengthening resilience, innovation, and accountability across our business.
5sum’s CSR and ESG framework is designed to evolve continuously, guided by transparency, feedback, and measurable progress.
Through annual reviews, open communication, and consistent alignment with global standards, 5sum ensures that responsible growth remains core to our identity.
Our philosophy is one of continuous improvement—not perfection but consistent progress.
Each year, we strive to be measurably better in our environmental impact, inclusivity, and ethical governance—ensuring that 5sum’s growth contributes positively to people, planet, and purpose alike.
5sum believes that genuine sustainability depends on openness, transparency, and accountability.
We invite all stakeholders — employees, clients, suppliers, partners, and members of the public — to share feedback, raise concerns, or seek clarification regarding our CSR and ESG commitments.
Constructive dialogue enables us to continually improve our policies and ensure that our principles are not only written but actively practiced in every area of our work.
For all CSR or ESG-related communications, please contact us through one of the following channels:
Email: esg@5sum.com
Website: www.5sum.com/contact — select “CSR/ESG Inquiry” as the subject.
All messages are reviewed by our ESG Lead and senior management to ensure appropriate handling.
We aim to respond to all inquiries within three business days.
For complex matters, an acknowledgment will be issued promptly along with an estimated response timeframe.
5sum encourages everyone connected to our business — including employees, contractors, and external stakeholders — to report any conduct that may breach this Statement or our ethical standards.
Reports may be submitted anonymously if preferred. Simply indicate this in your message or use an anonymous email account.
All reports are treated with strict confidentiality and investigated promptly and fairly.
We operate a zero-retaliation policy: no individual will face adverse consequences for raising a concern in good faith.
Examples of reportable issues include:
Whistleblowing is a fundamental part of maintaining integrity, and we encourage anyone with legitimate concerns to speak up without fear.
5sum welcomes engagement and collaboration from clients and business partners on ESG matters.
If you require supporting documentation — such as supplier ESG questionnaires, data-privacy statements, accessibility compliance records, or environmental performance summaries — we will provide them promptly.
We also invite collaborative improvement: by sharing best practices, innovations, and insights, we can jointly enhance the sustainability and integrity of our collective work.
We value constructive input from the wider community, industry peers, and the public.
Examples include:
All feedback received through public channels is reviewed by the ESG Lead and considered for inclusion in future updates or operational refinements.
This reinforces our belief that transparency and progress thrive through collaboration.
At 5sum, communication is not a formality — it is an integral part of our ethical responsibility.
We treat every inquiry and piece of feedback as an opportunity to strengthen trust and accountability.
By maintaining open communication channels and demonstrating responsiveness, 5sum ensures that this CSR and ESG Statement remains a living framework — one that evolves through active dialogue and continuous improvement.
Not a project inquiry? Contact support
Actionable analysis, market outlooks, and practical templates—delivered monthly. You can unsubscribe anytime.
