Modern Modern markets can be seen as a complex system embedding the various stakeholders in a mutually influencing network of relationship that is able to influence their decision-making processes and their value creation processes. As a consequence, modern businesses have been called to adopt a broader perspective in order to not focus their actions only on trying to maximize their economic performance, but to design them taking into account even the social and environmental impacts they have on the system as a whole; according to Zimmerman and Zeits (2002) firms have to respond to the expectations of the various social actors operating in the same systems they are embedded into as a way to obtain the legitimacy needed to create a beneficial environment that will help them in creating a positive effect out of the system of relations the companies are part of without violating the social contract tying together all the actors in a given system (Donaldson and Dunfee, 2002). It follows that, when companies can effectively communicate to their systems’ actors how they are following the principles of sustainability and somehow prove that their actions are Socially Responsible, they can get several advantages. One of the way companies have to accomplish this feat is to ask third parties to certify their actions in order to be able to print on their products one of the various Ethical Labels. Using these labels to mark their products can be used as a tool to influence the consumer in buying the company’s over the competitors’ one leveraging on a higher legitimacy. In this paper, we have studied the evolution of the practice of non-financial disclosure trough ethical labels that 14 coffee brands, both in Italy and in England, as a way to understand how, in different markets they have changed over a 5 year time span.