There are many examples where health of the Indian public has been jeopardized due to negligence of big-shot firms. Dhara oils were under great scrutiny in the late 90s, when people contracted Dropsy by consuming their contaminated oil. This mishap left many Indians scarred but Dhara is above all that and now takes great care in producing food oil. Another example of people falling sick because of the harmful ingredients in food products during the early 2000s, was the pesticide issue of carbonated drinks. The news of manufacturing carbonated drinks with pesticides faced huge criticism and uproar in the country. The Indian government had to ban carbonated drinks till they cleaned up their act. Even today, many Indians are afraid to drink them lest they fall sick. These incidents indicate that the retail segment of India needs to go a long way before it truly breathes ethical consumerism.

Barbara Thau, of Daily Finance, talks in length about how well various organizations, especially from the U.S., have integrated Ethical Consumerism in their operations. Still, like all other countries, it needs to improve upon many areas. Shoppers in the U.S. feel that they should lend a hand in helping the less fortunate people. This is why they actively participate in campaigns and movements aimed at promoting social welfare. Shoppers have various options to choose from when it comes to giving back to the society. A few include – Toys R Us for an Autism campaign, Macy's Go Red For Women to keep away heart diseases, Kay Jewelers funding for diabetes research for St. Jude’s Children’s Hospital. Though these campaigns are held only a few times, it provides great help to people. Archie Comics had tied up with NGOs to promote awareness about and raise funds for Cerebral Palsy affected children.