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Exploiting idealism - Jon Entine on how The Body Shop betrayed its customers.
Member rating: No Rating | Words: | Submitted: Mon Jun 19 2006
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EXPLOITING IDEALISM Jon Entine on how The Body Shop betrayed its customers by Jon Entine Imagine for a moment that science developed a new technology that could magically sort truth from hyperbole. When someone tells a really big lie, a truth bubble, visible only to those with this special power, suddenly appears and reveals the real story. This unique tool would be welcomed by parents, and no one would ever again have to fear used car salesmen or shifty politicians. Or the tidal wave of green marketers exploiting idealistic consumers. If responsible business leaders were smart, they would use the truth bubble to root out hypocrisy in their own backyard before it's used against them. Consumers used to feel pretty confident when companies-that-share-our-values such as The Body Shop or Ben & Jerry's promoted its latest plan to save the rainforest and empower its workforce. But the phenomenal growth of many New Age...
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