In the digital age, information travels faster than ever thanks to texting, e-mailing, and social media. As a result, word of mouth or word of Twitter, are increasingly vital for companies looking to establish trendy reputations among consumers. Some companies such as Apple Inc. have managed to win over many consumers’ trust, loyalty, and adoration through clever marketing techniques.
Author Fran Hawthorne, however, questions the ethical standards practiced by the beloved companies behind some of America’s most popular brands, including Apple, American Apparel, Trader Joe’s, Tom’s of Maine and more. Hawthorne investigated these companies and reveals her intriguing findings in her latest book. Some brands seem to project progressive socially responsible images, but how progressive and how ethical are they really?
How much does a company’s ethical track record really matter to you as a consumer? How do you decide whether or not you can trust a company?
Fran Hawthorne, author of “Ethical Chic: The Inside Story of the Companies We Think We Love”