I noted an interesting point of view in Ethical Corporation's CEO recent interview with Jeff Swartz of Timberland. In it, Swartz makes a case that the current business environment is actually an opportunity for brands, as consumers are actively looking for someone to trust. Here is an excerpt from the article and the link: http://www.ethicalcorp.com/content.asp?contentid=6451.
"Jeff Swartz, the ebullient leader of Timberland, has done more than most to show that sustainability can pay for a major brand. So his take on what the financial crisis means for responsible business is worth hearing.
"Instead of being a threat, Swartz says, the financial crisis offers a huge opportunity for brands with a sustainability message. With public trust in business at an all time low, brands able to convince consumers that they stand for something more than profit should thrive, he argues.
"Swartz warns brands not to underestimate the strength of anti-corporate feeling in North America and Europe. The anti-capitalist mood may have been best captured by protestors in London or activists who took a bus tour around the luxury homes of AIG executives in the US, but the sentiment is felt by many, he says. The anger many feel towards the finance sector could easily spill over to affect businesses in other troubled sectors. Put simply, business is facing a crisis of legitimacy.
"So how on earth could this be an opportunity for brands? Easily, says Swartz. A disaffected public is searching for someone to trust. A good way for brands wanting to meet this emotional demand is to show that they are committed to addressing social and environmental issues that resonate with customers. Brands that are open and honest about how they are tackling these challenges will win back the trust of consumers, Swartz believes."
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