Category Archives: Ethics

“and the black light doesn’t lie”

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Seventh Generation cleverly uses online social media to allow its consumers to see the “true colours” of both their own, and their competitors’ products. Its most recent venture, the eco-friendly detergent lacking in optical brighteners, was firstly marketed by mom bloggers whom used a dark light to compare two shirts one of which was washed with Seventh Generation’s product, and one which was washed with that of a leading competitor’s (with optical brightener). Seventh Generation also provides their own demonstration, it begins at 1:03 in the video.

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As you can see, the black light doesn’t lie. It reminds me of CSI investigators using black lights to reveal blood trails that are left behind. In fact, Seventh Generation has been listed as a suitable brand for cleaning military uniforms so that they cannot be easily sought out in combat.

However, through all this strategic marketing, Seventh Generation has still generated less than 1% of the detergent market, while Tide holds an astounding 45%. Perhaps consumers believe that if their shirts shine under the dark lights, then it must shine under bright lights as well? In our fast-paced economy, encounters are brief, and first impressions are everything. Though it might not be the case in the military, having a bright shirt that stands out is often thought of as a good idea for an interview, a first date, or even just a stroll through the mall or the neighbourhood.

I thus counter their campaign of “she should glow, not her clothes” with

“when you look good, you feel good.”

Thus if our clothes don’t glow, then we don’t look good, which means…

Cause Marketing

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Upon researching for an English essay, I stumbled upon quite an interesting article relating the ever so popular social media to cause marketing.

What caught my eye were these statistics

  • 71% of consumers are giving as much or more now as they were before the economic downturn.
  • 87% of consumers would switch brands based on association with a good cause.
  • 50% of consumers would pay more for products from brands that support causes.

now based on that research, wouldn’t most companies want to hop on the bandwagon and follow along to supporting a good cause? But then again,

is that really ethical?

Simply trying to promote a cause so that consumers will favour your brand, and thus bring you greater profits? It’s not much of a secret that most companies have ridiculous mark ups on the cost of their items, and simply stating that you’ll donate “5% of all sales to saving …. in the world” seems to be an easy way for companies to continue to make incredible profits, while seeming like a hero to consumers for supporting a cause.

I guess this is the difference that sets social enterprises apart from traditional companies, one creates their organization based on a cause, and the other creates a cause based on the organization.

Facebook “Creeping” Okay for Employers?

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Last lecture, someone brought up the ongoing debate of “is it ethical for employers to look at a potential employee’s Facebook page before interviewing/hiring him/her?”

During the class, I was quite persistent on thinking “No, it is not ethical! Just because we want to work for a company does not give them the right to look at our personal lives!” However, on the drive home after class, Vancouver’s wonderful rainfall gave me the opportunity to sit in my car in heavy traffic, listening to some music, and wishing that cars had voice-activated internet (safety first! no devices!) so that I could go on Facebook to see what my friends were up to. And then, it dawned on me. Facebook creeping.

Now, I am in no way trying to offend anyone by using the word “creeping”; it’s simply a Facebook/online lingo that defines going to the profiles of others and looking through their page-whether it be their photos, or who they have been talking to. So then I sat there, still stuck in traffic, thinking, “if we as users, often use Facebook to creep, then why can’t employers?” As unethical as it sounds for someone sitting in an office, about to type out a report, but then going on Facebook to look at an applicant, what makes sitting in class or at home, about to write out a blog or homework assignment, and going to creep on a friend’s friend that we may have met at a party last night any different?

In reality, there is not much difference. In fact, the only main difference I can think of is that the better dressed person is getting paid to do it. Other than that, they are just using an online website/community for what it is developed for, and that is, sharing what you want to share, with others in the community. I think that we are so used to websites like Facebook, and Twitter that it is almost instinct to update whenever we can, about whatever we can; without thinking of the consequences. You are who you are, and Facebook will not hide that. What it does hide (or we simply just tend to forget) is that Facebook, Twitter, Myspace, etc. are all online communities, in which others will be able to see who you are. So be smart about it. Untag yourself from nine if not ten of those ten drunken pictures, and most importantly, do not update your Facebook on how good that party was last night, or how fun your outing was if you have called in sick to work that day due to “stomach pains” – especially if you have anyone from your job on your Facebook.

So my final two cents?

If you can creep, I can creep, and more importantly, so can a CEO.

Money over ethics? Cheap cadmium over the cost of priceless lives?

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I stumbled upon an article, which was quite flabbergasting. The article reveals that many children jewelery have been dosed with high levels of cadmium-a white metal known to cause cancer. The world’s biggest public corporation, Walmart, has begun to pull any suspicious jewelry. A spokesperson has called this whole ordeal “troubling”. To many this news is shocking, who in their right mind would harm the lives of young children? How is this ethical or socially responsible?

Money, as you may have predicted, is of course the answer. Money tends to surpass the importance of ethics or social responsibility. The Chinese producers have turned away from the use of lead, and down the equally dangerous path of cadmium. The advancement of batteries have led to the decrease in cadmium, but the Chinese manufacturers have in turn, over dosed their products with cadmium. Subsequently, children around the world are being exposed to the 7th most hazardous substance to the environment. That is, seventh on a list of 257 high priority substances. I would not want cadmium to be lucky number seven.

Many countries look to China for cheap production, and cheap products. However, it is evident that along with reduced costs, their ethics and social responsibly have washed away as well. With that being said, what is being done to stop this unethical behaviour? Are we all guilty of having played a part in fueling this fire? Is it too late to put out the flame?