The Ethical Innovator: Can ethics set you apart in the eyes of investors?

In the latest instalment of our Ethical Innovator column, Planned Parenthood’s national director of innovation, Ambreen Molitor, answers the big question: Can ethics set you apart in the eyes of investors? 

Words by Ambreen Molitor

Making ethical choices is in our DNA here at Planned Parenthood. It’s built into how our organisation makes decisions, treats people, and behaves daily.

As an ethical innovator, many ask me if ethics are essential to investors driving for-profit innovation. Is it enough for a start-up to set them apart from their competition? 

My hot take: More than funding and prioritising investors, ethical innovation will drive consumer confidence and trust, which can become a long-term win.

In 2020, deep in the heart of the pandemic, we started seeing articles posted on the importance of trust. Consumers were beginning to unpack the organisation’s why, not only why it existed for the consumer, but also on behalf of the people it employed. 

In a Forbes article, The Importance Of Establishing Customer Trust In Uncertain Economic Times, it states:

Customers will lean toward companies they can trust during strained times like the one we’re going through now. Companies must show consumers they respect their time and money to gain trust. Companies need a culture that engages in transparent communication, is open to criticism, and can deliver fast and efficient responses. This culture allows companies to build customer trust, even during difficult times.

Fast-forward to 2025. Look at meaningful, purpose-driven health tech organisations that provide cost transparency or products at a discounted rate.

The strongest are backed by investors who build these companies (one example being CostPlus) and invest heavily, like GoodRX.

Additionally, according to a joint research by the Milken Institute and The Harris Poll taken as early as May 2025, ”[m]ost Americans (83 per cent) will trust companies where leadership clearly explains how their decisions serve business performance and employee well-being.

“Consistency, values, and character are the DNA of trust today.”

While many, many innovations are yet to be made on health care prevention and interventions, two things remain critical in health care in this particular moment in history:

1. Also noted in the joint Milken/Harris poll survey, American consumers prioritise financial stability (40 per cent), fairness and equity (39 per cent), and economic mobility (30 per cent) as their most important concerns today. You are set up to thrive if you are transparent about how cost-effective and timely your business can be to its consumers.

2. Treat your employees with respect. It will cost you, if not.

Find out more about Planned Parenthood at plannedparenthood.org