The field of business ethics has developed greatly in the last twenty years, and today it is a mature field whose importance is growing more and more among modern companies. Competitive advantages create greater value for a company and its shareholders because of certain strengths or conditions. The more sustainable the competitive advantage, the more difficult it is for competitors to neutralize the advantage. Awareness of the special ethical responsibilities of business does not have environmental and legal obligations, and works are not only responsible for the owners, but also for their employees, their customers and the community in general. The Swedish retailer H&M is one of the world's most recognizable fast fashion brands. It is the second largest retailer in the world, right after Inditex (owner of Zara), and operates in 74 countries. H&M has taken some positive steps to reduce its impact on the environment. The brand offers a recycling program where you can return any brand of clothing in the store and has set some positive goals in its Sustainability Report. Starbucks is the leading specialty coffee roaster and retailer in the world and has become a truly global brand. Starbucks' Business Ethics and Compliance Program helps promote ethical behavior within the company. Starbucks was found to be selling factory farmed animal products with the likely use of genetically modified animal feed. This affected their performance in the categories of animal rights, factory farming and the controversial technology of the Ethical Consumer Rating System. Known for its cruelty-free approach to cosmetics, Lush has been a long-standing leader in promoting animal-free testing solutions. Lush has taken a strong approach to sectors where human rights violations have been identified. Lush's real ethical strength is in animal rights. The company sells only cruelty-free cosmetics. The biggest ethical and compliance risks no longer come from a small group of employees with access to cash or office space decisions. Today, many organizations' ethics records are in the hands of data scientists, engineers and developers, as well as all front-line employees who have access to customer data.