Edouard Lavoie does not care too much about his income off the ice, but he is willing to work with ethical brands that provide good and necessary services to people that need them. Before signing on with a company's marketing team, he thoroughly vets the company and their goals to ensure that they provide a needed service in an ethical and responsible manner. If the company in question obfuscates their business practices or has any unethical or damaging practices, Edouard will refuse to work with them. He takes a reasonable rate for his time, but refuses to take home a substantial paycheck for his reputation. Most of his time outside of hockey is spent with non-profits and charity organizations to help provide services to those who need them, but he will work with good companies as well if the need arises. Lavoie's favorite companies to work with are progressive companies who are creatively trying to solve problems for people and he will happily work with them if they have good intentions.