Having discussed child labour in my previous post, I thought it would be appropriate to discuss linking ideas to the article discussed in class regarding the unhappy employees working for Ikea.
Both companies have built up a stable brand image through appealing advertisement, however both have turned to unethical labour options as a way to keep up with consumer demands. With increased pressure from consumers to have items at lower prices, partly due to the US’s bad economic situation, companies are being forced into competition. They have chosen to go a route that cuts operations costs, yet tarnishes their brand.To hear negative stories from both of these great companies, has definitely changed my view of them. As a child, I viewed both from a very positive standpoint: gap as a quality clothing company and Ikea as a child friendly furniture store serving up hotdogs and frozen yogurt. They had both set up brand communities of people that were proud to be buying their furniture or clothing. However, it is these negative articles that have caused the connotations behind their brands to be lessened. Consumers, such as myself, do not want to be supporting companies that wave flags of negative ethics.
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