15 Feb '12, 2pm

Why Corporate Fat Cats Love Ethical Consumerism

Why Corporate Fat Cats Love Ethical Consumerism

"Every time you spend a dollar, you are casting a vote." It's a common refrain in the green world, and one that I have used myself in my good-for-the-world branding work . It has some truth to it too. Every time someone chooses a green energy provider over a traditional utility , picks the vegan option at the pizza place , or signs up for community-supported beer , they are sending a message to the markets about the world they would like to see. But spending money should not be confused with voting. You see consumers are essentially stupid. Tom Raftery /CC BY-SA 2.0 Before I get howls of outrage at my elitist generalization, let me explain. I am including myself in the above description. I am not, in general, a stupid human being (my wife may disagree), but when I have my consumer hat on—shopping at the grocery store or browsing online—my mind is focused primarily on a spe...

Full article: http://www.treehugger.com/corporate-responsibility/why-co...

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