There are many reasons to purchase goods or services from one company over another: price, quality, and convenience. But sometimes, the decision is a moral one; we seek out businesses we believe support or represent our world view – or avoid those that defy it. (The debate earlier this summer over Chick-Fil-A was a demonstration of both).
At the heart of such decisions is whether we deem a company to be socially responsible. But how do you really know? How can you be sure that a reputation is accurate and deserved? And what if the truth is mixed – what if a company leads on one ethical precept, but falls short on another?
Journalist Fran Hawthorne has contemplated these questions, and set out to uncover whether some of the most beloved, trusted companies who have built up a socially responsible reputation really live up to the hype. In the book Ethical Chic: The Inside Story of the Companies We Think We Love, Hawthorne takes us behind the scenes of companies with powerful brand loyalty, companies like Tom’s of Maine, Starbucks, and Apple. Along the way, Hawthorne finds out why these companies have earned seemingly unflagging devotion from socially conscious consumers. And she calls out the companies and consumers alike with a provocative question: Is it really about being socially conscious, or just looking like you are?