What If We Distinguished Brands by their Degree of Doing Good?
Photo: Apple, Inc.
FIRST PUBLISHED ON LINKEDIN, MAY 2016
To anyone watching to the news, it’s easy to deduce we are at a boiling point. With the election circus, angry polarization, extremism, crises abroad, corruption, droughts, floods, man-made earthquakes and oceans clogged with plastic, it’s obvious we are living in extraordinary times. There is no shortage of opinions on who to blame.
I am not here to point fingers. We have all done our share of ignoring the signs and allowing things to get worse. We have told ourselves there are only so many hours in the day, dollars in our paycheck, and space in our heads to worry about every problem in the world. We all need food and clothes for our families. We all need to get to work on time. We all like nice things. At this juncture however, we must come to terms with the price of our negligence. I have not always seen it this way. I was perfectly content with focusing on my personal interests and kicking the can down the road, assured that someone else would eventually sort all of our problems. I don’t believe that anymore.
Make a choice. I’m not here to make you feel bad about your past decisions or your lifestyle. I am not going to ask you to repent capitalism. However, I am asking you to make a choice. Do you want to help make things better or worse?
This is not a rant about big bad corporations. Real talk: businesses are created to make money. They provide a good or a service demanded by us, the consumers, in exchange for currency. There is no inherent moral compass built into any business. I’m not letting businesses off the hook for horrific behavior. We all know what some are capable of, but companies are not created to satisfy our sense of moral justice.
Vote with your bucks. What gives big companies and brands power? Lots of money, a big media budget to broadcast their message, lawyers and lobbyists to sway public policy? Yes to all of the above, but what really gives companies and brands power is what we believe about them. Each dollar we spend with a business or brand is our approval of what they sell and represent. We also send a message to their competitors. If they want our business, they will need to follow suit or lose those approving dollars. We create the demand. That is how capitalism works.
Educate yourself. When it comes to responsible consumption, we tend to make many choices blindly. To begin, start asking yourself questions like: where does my stuff come from? Is it made in sweat shops on far away continents? Does this company pay their fair share of taxes? Does this company treat their employees fairly? Does this company make efforts to protect the environment? Ask questions. Use your gut. Ask someone who works there. A couple questions can go far. You will be on your way to becoming a conscious consumer.
You many not always get answers and that’s OK. As I type this, I can not say I live this 100% of the time, but I am alway hoping to learn more and do better. The point is, it’s better to try. You will make a difference. Seismic changes can be achieved by incremental shifts. Imagine if everyone you know supported socially responsible businesses 10% of the time?
Reward companies who do their part. Businesses big and small are making efforts to be more responsible and you should consider them first. This can be as simple as buying a cup of fair trade coffee or switching to renewably generated electricity.
Patagonia has been pioneering responsible business practices for decades. They founded the Conservation Alliance, they are dedicated to the responsible sourcing of materials and have established the largest garment repair facility in North America to encourage their customers to repair rather than replace their purchases. Apple is this country’s largest user of commercial solar power and has set up recycling programs in 99% of countries in which they sell their products. Google has developed Project Sunroof, a free tool that maps the efficiency of solar panels with your house. Not every business is perfect, but recognize businesses that are making the effort.
Support B Corps. What is a B Corp? Certified B Corporations meet rigorous standards of social and environmental performance, accountability, and transparency. Patagonia, Danone and Kickstarter are among 1500 companies committed to this. Support these companies and share their efforts on social media.
Stop being cynical. I’ve been guilty. A cynic will say you are falling for marketing or your efforts won’t make a dent. The truth is most cynics have a lot to say but little to offer. Consider this: even if you think a business or brand is merely paying lip service, they are using their marketing budget spread a message for positive change. They could have easily used that same money to sell stuff with no social value. This is a good bandwagon to jump on.
Do what you can. Sometimes it might seem all this responsible business is a yuppie luxury. That’s fair. Things can cost more. When you are able, be aware that the demand you create for responsible businesses allows these brands to exist.
It’s realistic. As demand increases, the supply will increase to meet the demand. Costco has recently moved into organic investments in Baja California to ensure supply. Though I realize that many will cry foul that it's Costco and it might not be some people's ideal level of organic, this clearly shows the demand is there and a sea change in attitudes. At a greater scale, prices of responsibly manufactured items will eventually fall. Soon, it will become an educated choice rather than an economic one. At that point, the cost and choice of goods and services offered will truly reflect the values of our society. That is capitalism in its purest form. So please pay attention, keep learning, and vote with your bucks. Let businesses distinguish themselves by their degree of doing good. Demand the brand of responsibility.
If you believe this too, let's work together. I think we both want to make a difference. Please contact me.