In today’s business world, corporate ethics has become a buzzword if not an obligation. In fact, businesses all over the world seek to demonstrate social responsibility and adopt ethical policies to maintain a positive self-image.
Sometimes, it happens that behind these initiatives lies a less flattering reality: many of these projects mask practices that are less ethical, inconsistent, and in the worst cases even harmful.
Companies are masters at creating a compelling narrative that portrays an image of integrity and accountability.
Not-so-green advertising campaigns
Let’s take a mere example to make this argument better understood: a major automaker launches an advertising campaign on sustainability, showing electric cars that seem to preserve the environment. However, in the meantime, the company continues to produce and promote fossil-fueled vehicles, without considering that even a switch to electric will create other kinds of pollution and ethical issues.
Production cost reductions, but at the expense of whom?
Another example is that of many companies seeking to cut costs in their production and operations, but often at the expense of their employees. Not a few apparel brands attract attention for poor working conditions in their suppliers’ factories, where workers are subjected to grueling hours, insufficient pay, and sometimes even human rights violations. Such companies use negative publicity and scandal as a system to attract attention, and then pose promises of improved conditions that do not come but are wrapped up and shown to the public, who in effect continue to buy from a company that exploits cheap labor to maximize profits.
Eco-friendly facade
The environment is another area where companies often try to appear eco-friendly without acting consistently with that statement. One well-known beverage company has adopted a policy of reducing its environmental impact by using recyclable materials for its bottles. However, beneath the surface, the company’s production process consumes enormous amounts of water and energy, contributing to the depletion of natural resources. Another company that specializes in the production and distribution of items for vegan people, on the other hand, does not give the slightest consideration to the impact that the growing demand for products such as quinoa and avocado has created on indigenous peoples, and does not even care to make known how deleterious it is to the very people who eat such products instead of animal protein, hoping that it will help save the world. These two examples specifically demonstrate how we often focus only on one aspect of ethics but do not address it fully and in the round, objectively analyzing pros and cons.
When to say enough to influencers
Another more recent example involves the universe of the Internet and social media. Some guys make videos on a popular video and live streaming platform to support themselves and earn some money, obviously through automatic channel sponsorships. At one point they do something silly: a “challenge” that leads to other people getting hurt and others dying.
Beyond the legal significance, beyond the demonization of social media that is riding the modern wave, beyond the tragedy, we want to ask a simpler question: how do sponsoring companies deal with these individuals? Do they remove sponsorships by cutting off collaboration with them? Do they make a public apology for giving money and visibility to these individuals? Do they pay damages or make public statements? None of the above, of course.
This lack of consistency between stated values and actions taken calls into question the integrity of any company. In short, we are faced with a (unfortunately very efficient) public relations and marketing strategy rather than a concrete and sincere moral commitment. The goal is unquestionably profit at any cost. But if that is what it is all about, does business ethics really still have value? More importantly, are companies solely responsible for it, or are consumers directly responsible for it as well?
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