Consumption with a Conscience

Consumption with a Conscience

Consumption with a Conscience

Corporate social responsibility is a topic that many companies are investing effort into. Not only does social responsibility improve a company’s reputation, but it will reduce costs to the company in upcoming years. With companies folding left and right because of today’s economic crisis, consumers and suppliers are going to want to deal with companies that they can trust. Social responsibility is a way in which executives can build trusting relationships with their supply chains, knowing that there will be quality work from fair wages. Four companies who make an effort to solidify fair trade in America’s culture are World of Good (partnered with eBay), Ten Thousand Villages, Transfair USA, and New American Dream. Each company promotes its own values to add to conscientious consumption, personal experiences will supplement these values.

World of Good is a brand with the slogan “Style Savvy, Plane Friendly”. This is an important slogan because the major target market is Americans. While Americans have always stereotypically been concerned with fashion and style, eco-friendly behavior has become another trend for Americans to follow. The company operate as two entities that work together in what they describe as a “Hybrid Approach” where there is a for-profit business and “an openly funded nonprofit organization…” In the About Us section of the company’s website, there is an interesting statement of values- “Respected, independent organizations verify the possible impact every product has on people and the planet.” This statement relates directly to the company’s mission, reinforcing the importance of potential impact on the planet, “There is an important need for trusted information, and a need for transparency into how and where products are made.” This trusted information is what American skeptical consumers are going to look for to become brand loyal, making repeated purchases. Beyond reputation in the eyes of the...

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