A few weeks ago, none other than Jon Stewart took the opportunity to skewer performative corporate morality. Not an unusual topic for him, but in the wake of Pride Month, several major American companies’ clumsy attempts to engage with the social climate were ripe for his commentary.
The rant was both funny and biting, and Stewart pulled no punches in concluding: “Let’s stop pretending that a corporation can even be woke or un-woke or patriotic or un-patriotic. Let’s just let corporations live their truth as the profit-seeking Patrick Bateman psychopaths they are. At the very least, we might finally get some honesty from them as well.” Ouch!
Hard as that may be to hear, it’s harder to deny the pandering in the kinds of advertisements Stewart shared (here’s one, for reference). Yet I’d like to challenge the Daily Show legend’s take. Despite virtue signaling trends, ethics and business still can—and should—go hand-in-hand.
You might be wondering how that’s possible. After all, we are all still running businesses, and their profitability is a priority. In my experience, going the ethical route has immense value—for your bottom line, your brand, and your business’s long-term health. Here’s why.
The Relevance of Social Responsibility
Leading a creative agency informs my perspective on ethical business practices, and has made it clear that, because creatives craft the images and messages that influence culture, we have a responsibility to promote ethical options when we do.
Consider a recent Vogue treatise on fast fashion that found, while fast fashion still boasts popularity, it’s not what younger shoppers want. Nor does it align with new environmental regulations. These policy and societal changes have led many clothing companies to offer alternatives to fast fashion, and even sustainability-driven measures such as repairing or reselling worn or unwanted clothing items.
Why is this important? Because when businesses change, people change. Think about retailers that no longer offer plastic bags, or bags full stop. You’ve likely changed your shopping habits in response. Imagine how patterns like this could transform other industries. If business owners remember a brand reflects their values, people will constantly respond to those messages. It’s possible to use that influence to encourage positive change.
Ethical Practices Pay Off
If we’re operating from the idea that ethical practices and branding matter, it should follow that your business will see tangible benefits as a result. So where do you see the difference—assuming you can see it at all?
The difference is absolutely visible and begins with your brand’s relationship with its audiences. People already want options aligned with their values. Demonstrating that your business offers those options sets them up for satisfying, positive encounters with your brand. The key is providing an on-ramp that communicates not just that your brand is in line with people’s values, but also that it is value-driven for reasons relevant to them.
