I’m not the first to state that it’s people who have ethics, not businesses.
Having worked on a pitch for a global brand a couple of weeks ago, the team chatted about social responsibility and environmental responsibility and what the business can and is doing about it. Godin’s post was a nice reminder that to have a brand viewed as socially/environmentally responsible, the people need to be first.
If I could go back to the pitch, I would apply a recruiting tactic to it or survey the employees to see who has the passion that could drive a committee of already-employed who care about the environment more than others.
A more simple example is the agency I work at isn’t a festive business that celebrates the holidays, but the people within it do. There was a handful of people who put the budget together and pitched the idea to add some holiday décor to the agency.
Best to stop talking about the business and start talking about the people.
Stay Positive & It’s The People Who Make The Brand
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