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Личное — это профессиональное: этичность молодых крафтовых предпринимателей в Санкт-Петербурге
The purpose of the article is to describe the practical elements of professional ethic of young ethical craft entrepreneurs. The text focuses on the specific character of small craft business and the leading role of its owner; the importance of young entrepreneurs’ prosumerist attitude is emphasized; the features of creative entrepreneurship as a lifestyle have also been considered. The empirical base included the results of two researches. The first one analyses three cases of ethical crafters from the city of St. Petersburg: a coffee shop owner, an art designer and a linen clothing designer. The second one considers the rhetorical grounds of eco-discourse using the example of analyzing messages in Telegram channels. The article shows that the owner’s personality becomes the determining factor among craft entrepreneurs. Critical attitude towards overconsumption leads young entrepreneurs to the idea that being ethical means being eco-oriented. The fact that they focus primarily on income doesn’t allow us to describe business informants as social entrepreneurship. The informants don’t describe their projects eco-oriented either. Alongside this, the social aspect of business activity and including certain eco-friendly practices in their projects is important to them. The absence of willingness to make sacrifices allows us to describe ethical craft entrepreneurs as subjects of care, while their ethic is filled with various ecological meanings. The consumption is problematised by the informants through the rhetoric of unreasonableness, loss, or giving a right to things. We identified three elements of professional ethic of young eco-oriented craft entrepreneurs; openness to interact with other entrepreneurs, realisation of social activities, creating a community around the business project. In the context of the formation of ethical craft entrepreneurship, we can determine its distinguishing features as openness to interaction and openness to be included in different discourses.