Companies pursuing ethics will always be a trap.
First, for every ethical pursuit, a company must match it with a similar or greater effort to advertise it.
If the advertising is ethical, well, it might not work very well. But, ethical advertising might be another effort worth advertising about?
The thing is, companies will always be looking to replace material sacrifice with scalable idealism. Ethics don’t work that way.
Ethics concern big sweeping systemic complexities, but approaching them as so is never going to work for a company. If companies want to go big, it’s going to be in the mind, not in the bank.
The best solution for companies is to choose one or two issues and go all in. Why? Because that’s all it takes!
Human beings conceive of ethics as the big intertwined things that they are, and in a world with such little interest in ethics, addressing one problem in a big way is enough to get a company the gold star approval.
Also, companies can just trash everything else at that point!
Companies are for profit. And that’s not changing any time soon.
