1. About this statement 

This Responsible Business, CSR and ESG Statement sets out 5sum’s public commitments to ethical conduct, responsible client selection, accessibility, privacy, sustainability, inclusion and governance. 

5sum is operated by FIVE SUM LTD, trading as 5sum. References in this statement to “5sum”, “we”, “us” or “our” mean FIVE SUM LTD. 

This is a voluntary public statement. It is intended to describe 5sum’s responsible-business approach and operating principles. It does not create contractual rights, guarantees or commitments beyond any obligations that apply under law or under a separate written agreement. 

2. Operating context 

5sum is a UK-headquartered, remote-first, design-led consultancy-studio for brand, digital experience, product and growth. Its work may include strategy, proposition, brand and creative systems, websites, UX/UI, digital product, campaigns, content, analytics and optimisation. 

As a small but ambitious business, 5sum aims to operate in a way that is proportionate, responsible and credible. We do not make public environmental, social or performance claims unless they are supportable, caveated and appropriate to the evidence available. 

3. Ethical client and project selection 

5sum aims to work with clients, partners and collaborators whose requests can be handled lawfully, professionally and responsibly. We may decline, pause or exit opportunities where the work, claims, sector, conduct or requested output creates unacceptable legal, ethical, reputational or operational risk. 

• work that promotes hate, unlawful discrimination, harassment or violence; 

• work designed to mislead, deceive, manipulate or exploit users; 

• requests to fabricate testimonials, results, metrics, proof, case studies or endorsements; 

• requests to publish unsupported performance, environmental, financial or health claims; 

• work involving unlawful activity, sanctions risk, fraud, intellectual-property misuse or data misuse; 

• work that would require 5sum to handle confidential, sensitive or regulated material without appropriate safeguards. 

Some sectors or topics may require additional review before 5sum decides whether to proceed. Where appropriate, this may include political, regulated, financial, health, gambling, alcohol, age-restricted, high-risk technology or other sensitive categories. 

4. Marketing, claims and proof integrity 

5sum’s own marketing and client-facing work is expected to be legal, honest, clear and proportionate. Public claims are expected to be supported by appropriate proof or framed as method, capability, assumption, concept, work sample, anonymised work or validation task. 

We do not invent client results, testimonials, awards, performance metrics or proof. Where work is shown publicly, 5sum aims to make the proof type clear: case study, work sample, concept, process artefact, anonymised work or internal exploration where appropriate. 

Any performance claim, environmental claim, testimonial, case result or client name is expected to be reviewed before publication to confirm evidence, permission and context. 

5. Privacy, data and AI responsibility 

5sum aims to apply privacy-aware, security-conscious and proportionate data practices across its own website, Project Enquiry route, careers routes, publications and internal workflows. 

We aim to collect only information that is useful for the stated purpose, protect access to information, use appropriate service providers, avoid unnecessary sensitive information, provide clear privacy notices and respect rights and preferences where applicable. 

Where AI-assisted tools are used in internal or client-facing work, they are expected to be used with human oversight and appropriate confidentiality care. Confidential, proprietary or sensitive information is not intended to be placed into AI tools unless the relevant terms, settings, permission and risk controls have been reviewed. AI output is not published or relied on without human review. 

6. Accessibility and inclusive digital practice 

Accessibility is part of responsible digital practice. 5sum uses accessibility and usability considerations when reviewing websites, interfaces, content, forms and digital experiences. 

For 5sum’s own website, WCAG 2.2 AA is used as a practical reference target for new patterns where reasonably achievable. For client projects, the exact accessibility scope, standard, testing method and acceptance criteria are expected to be agreed in the relevant proposal or statement of work. 

7. Sustainable digital practice 

5sum recognises that digital work has environmental and resource impacts, including hosting, page weight, media production, third-party scripts, advertising delivery, data storage and device energy use. 

Where appropriate and proportionate, 5sum aims to encourage efficient digital delivery through restrained use of heavy media, thoughtful image and video optimisation, careful script and plugin use, performance-aware design and consideration of hosting and infrastructure choices. 

We do not publish quantified environmental claims, carbon comparisons or reduction targets unless they are measured, evidenced and clearly caveated. 

8. Remote-first and responsible working practices 

5sum operates with a remote-first working rhythm, supported by clear written context, async-first habits, focused checkpoints and senior review. This model can reduce unnecessary travel and supports flexible collaboration across locations. 

Remote-first work still requires clear ownership, professional conduct, secure handling of information, respectful communication, reasonable availability and appropriate escalation where risks or blockers arise. 

9. Inclusion, fairness and conduct 

5sum aims to treat employees, contractors, candidates, collaborators, suppliers and clients with fairness, respect and professionalism. We do not tolerate unlawful discrimination, harassment, bullying or abusive conduct. 

Careers, talent-network and specialist-bench routes are reviewed against capability fit, role needs, work quality, communication and business requirements. Selection decisions are expected to avoid unlawful discrimination and be based on relevant criteria. 

10. Supplier and specialist-bench responsibility 

5sum may work with specialist collaborators, contractors, freelancers, suppliers, platforms and service providers. Where the scope requires additional design, content, development, media, analytics, technical or operational capability, specialists may support defined parts of the work under clear direction and review. 

Supplier and specialist selection considers capability, reliability, professionalism, confidentiality, data-handling, claims risk and fit with the relevant project route. Where appropriate, written terms, confidentiality arrangements and scope boundaries are agreed before work begins. 

11. Anti-bribery, corruption, sanctions and modern slavery 

5sum expects lawful and ethical conduct in its business activities. We do not tolerate bribery, corruption, fraud, modern slavery, human trafficking, forced labour or knowing participation in sanctions evasion or unlawful activity. 

Where a risk is identified in a client, supplier, partner or project context, the matter is reviewed before proceeding. 5sum may decline or withdraw from relationships that create unacceptable legal, ethical or reputational risk. 

12. Governance and review 

Responsibility for this statement and related public commitments sits with 5sum leadership. Director approval is required for public positioning changes, high-risk claims, public proof publication, testimonials, performance claims, paid spend and other sensitive public statements. 

This statement is reviewed periodically as the business, website, legal requirements, operating model, service providers and proof base develop. Where the statement changes materially, the effective date is updated. 

13. Concerns and reporting 

Questions or concerns about responsible business conduct, public claims, website policies, privacy, accessibility, supplier conduct or related matters may be sent to support@5sum.com. 

Where a concern relates to personal information, it may be more appropriate to contact privacy@5sum.com. Careers-related concerns may be sent to hr@5sum.com. 

14. Contact 

Public questions about this statement may be sent to support@5sum.com. 

Postal correspondence may be sent to: 
FIVE SUM LTD 
27 Old Gloucester Street, London, WC1N 3AX, United Kingdom