Why are ethical practices important in supply chain management? First, there are rules and codes of conduct which govern sourcing, but increasingly consumers and business customers are demanding that the products they buy be ethically sourced. This may mean that the suppliers have fair labor practices, the products are authentic, or suppliers of natural resources use sustainable practices. If businesses don't deliver products that take these factors into account, they put at risk their reputations, their market valuation, and their customer base. As Supply Chain Management found through research, "Experts suggest that Millennials in particular expect companies to adhere to socially and environmentally responsible practices and to tell consumers how they are doing so."