Sitting under the ethical umbrella

I have just read a job advert for an account director to work on fascinating consumer issues / food campaigns.

Apparently, the successful candidate "will have a passion for integrated consumer issues campaigns, particularly those sitting under the 'ethical' umbrella...."

Hmmm. I am sure this is well intentioned and that they are lovely people, but doesn't this say something worrying about PR?

Either they are undermining a laudable sentiment by using flowery buzzwords - they actually mean "we work for ethical clients" - or they regard ethics as a chic but practical fashion accessory.

• New research by Mintel has found that six in ten Brits believe that green and ethical claims by finance companies are just a PR stunt.