This Moral Compass guides how SparkBeyond and its partners take decisions for the right reasons. 

We will make mistakes. Naturally. But we aspire to live and operate our business according to our values. What’s more, it’s how we handle these challenges that defines us.

In each interaction, SparkBeyond and its partners will act reasonably, in good faith, and with integrity.

Our principles of engagement guide our decisions, actions and our working relationships. They are the basis on which we build a shared understanding of what we do and how we do it.‍

Social Benefit

• We seek overall positive effects: SparkBeyond is committed to creating profitable solutions to problems for people and the planet, and as such believes in ‘doing well while doing good’. We take a long term view with our clients, seeking net positive effects from our relationship, without compromising our acting reasonably, in good faith and with integrity.
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• Stakeholder alignment: we assure that our stakeholders - shareholders, employees, clients, and our communities - are aligned with our deep commitment to long term social impact over short term commercial gain.

Intent

• ‘Know Your Customer’: we always satisfy ourselves that the intent - and the governance that assures it - of any partner or client is in line with our principles. 
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• Erring on the side of caution:  we avoid controversy, trusting that mainstream opinion that values compassion, reason and decency is a good guide for our actions.
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• Integrity: we value integrity and fairness in all aspects of our business operations. We conduct our activities in a socially responsible manner, respecting the laws of the countries in which we operate. We do not condone unethical business practices.

Fairness & trust

• Mutuality: the spirit in which we bring people together to build trust. We always look for ways for everyone, regardless of status, to talk and listen, teach and learn, give and receive.
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• Strategic, long term engagement: We work to build trust, and recognise that it is hard won and quickly lost. With particular reference to our clients and partners, we build for the long term and seek fair treatment of all parties to ensure long, deep, strategic value.

Ethics in deploying AI

• Fairness, Privacy, Accountability, Transparency: we use our collective judgement to act according to, and to ensure a fair balance between, the ethical dimensions of applied AI. We help our partners to address these dimensions and the trade-offs.
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• Thought leadership: we promote thought leadership in raising matters of ethics in our day-to-day, and we proactively engage as a team and with our partners to resolve issues.

While customers increasingly expect social impact from the world's most recognised brands, this isn’t limited to ‘pro-bono’ or charitable. In fact, there is enormous potential growth to be had by organizations that find the business case in addressing social issues.

Consider insurance organizations: they have aligned incentives with consumers to promote beneficial behaviour and, in-turn, mitigate risk. Creating consumer value in wellness requires targeted recommendations, which use a rich layer of AI allowing for partnerships with connected devices.

As these organizations collect and analyze diverse data sources that provide additional angles to the underwriting process, they in turn can also create social benefit.