When approaching the business market with an emerging company or product, incorporating a new market strategy is beneficial. An example of this is the new concept of “feeling good”, appealing to Corporate Social Responsibility . The idea of companies profiting while achieving honourable status has began trending internationally. Companies have begun focusing on promoting themselves as a principled company that cares for societal issues. However, companies are hesitant to sacrifice profits for social responsibility. Reluctant to change, companies fear the improper balance between value and sales, viewing them as replacements instead of as a cohesive attribute.

http://www.ohsu.edu/xd/about/dchf/fundraising/nike-freestyle/

There have been many successful cases of companies advocating social responsibility. Such companies include TOMS and the Nike Doernbecher Freestyle Collection that has been ongoing for 9 years. This collection includes runners where previous hospital patients design their own shoes in which funds will be donated to the hospital.

However, this makes one wonder whether it is truly just to present a “feel good” approach to customers while prioritizing revenue.  Rather, is it ethical, to cover profiting intensions behind the mask of being societally virtuous.  Personally, I find it ironic and deceiving how companies practice “principled” approaches to business but with an unprincipled objective.

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