In the corporate world, perception is reality and, perhaps, everything. More than ever, employees, investors and consumers are looking to the companies from which they buy, invest in, and work for to join them in addressing the critical social issues of the day in a creative manner.
We had our first NYC Green Festival last weekend, and this trend was shown by the sponsorships of mega-corporations such as Ford . Interesting panel discussions were held by experts on the various green topics. It really contrasts with the Go Green Expo that I attended back in 2010. That one was held with Home Design Show, and Home Depot was the major sponsor for the Expo. Even though many different vendors had a presence, Green Expo seemed to be a supplement to Home Design Show. However, I found great progress in this year’s Green Festival, and here at Ampleen, we welcome anything better and greener.
There are some superstars in the corporate world that earned a name for the most sustainable company. Knights Inc., the company for clean capitalism, made the 2012 Global 100 Most Sustainable Companies list. In a report titled The Corporate Reality of Consumer Perceptions by GreenBiz.com, Whole Foods, Google, Kashi and Yahoo are described as “Standouts.” But a recent incident with Kashi shows that a great perception can be destroyed overnight. This week, Kashi (acquired by Kellogg in 2000) made an announcement [captionpix align=”right” imgsrc=”http://www.ampleen.com/wp-content/uploads/2012/06/boycott-kashi.jpg” width=”180″ height=”200″ captiontext=”From Facebook”] that its “organic” products contain artificial ingredients. Kashi mislabeled and misled consumers. Now there is a class-action suit against the company (and Facebook even has a page called Boycott Kashi). What did Kashi do wrong? How should we as consumers respond to corporations that mislead us to improve short-term earnings?
This month, Yvon Chouinard, a founder of the outdoor-clothing brand Patagonia, will release a new book, The Responsible Company. The book offers detailed checklists for making money without inflicting undue societal harm. To be sure, his recommended initiatives also serve as effective branding. Part of Patagonia’s appeal is coming from its commitment to sustainability. Perhaps Patagonia is the only company that advocates the “buy-less” theme.
Consider the clever reverse psychology of its recent advertising. Last November, on Black Friday — the unofficial American holiday of consumer gluttony — Patagonia took out a full-page ad in the New York Times with the bold-face headline “Don’t Buy This Jacket.”
So, what did Kashi do wrong? Kashi initially appealed to the niche “super green” market and gained a trust from consumers. Kashi, however, dismissed its original mission and lost transparency and accountability in communicating and creating a relationship with consumers.
What we consumers need to do is to be more informed and actively share our feedback with others. That’s our power. What’s the responsible company? The responsible company is one that seeks out consumers’ true needs and desires and creates a space where a real dialogue is possible.
I would like to hear your opinion. Share your thoughts!
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