Communicating and Demonstrating Conscience

This chapter builds on the ideas in the previous chapter by showing how conscientious companies help consumers to make good choices. Various writers have noted that people struggle to identify virtuous organizations. Amidst all the claims and corporate bragging about environmental and social initiatives, how do consumers know who to trust? As is evidenced by the reaction to some leaden footed campaigns by companies, consumers can sometimes pick out the implausible and inappropriate, but we know that the surfeit of labels and schemes confuses consumers. To tackle this problem, conscientious companies are explicit and transparent in their communications. They not only ensure that claims are backed by hard evidence, but they also avoid over-claiming. Instead of being distant and shouting about themselves, they work to bring their stakeholders into the dialogue. Such companies as Patagonia, Tony’s Chocolonely and Rabobank (which guest author, Chris Kersbergen, describes) are engaged in building movements of change that challenge assumptions and dissipate organizational barriers. These transformative companies are doing the right thing, but they also reap the rewards of a stronger relationship with their consumers and other stakeholders.