The Conscience Economy

Naughty has gone out of style – nowadays, good is sexy!

We all know the cliché of the ruthless businessman who will go to any lengths to cut costs and maximize profits, regardless of the ethical implications. It was during the twentieth century that this stereotype reached its peak.

Back then, it was cool to be bad if you could earn a fortune doing it. Bad behavior was admired in celebrities and entertainers. Mass media and its readers loved nothing more than to worship those that acted naughty.

But times are changing. Young consumers today know and care about the impact of their lifestyle on the environment. Working conditions and quality of life around the world are challenges that mobilize individuals, companies and even celebrities. It seems as if we’re all determined to make the world a better place; where did this change in perspective come from?

Well, this is the information age, after all! Thanks to the internet, as well as regulations for honest product labelling, shoppers today have loads of information about everything they buy. Whether it’s finding out how products were manufactured, where factories are located or even how energy efficient production processes are, the modern consumer buys products that are in line with their morals and values.

So, an elegant coat produced by a prestigious brand with stunning marketing at a great price won’t look so great once buyers discover that it was produced using child labor. In fact, most conscious buyers are likely to go online and share this kind of information on social networks, condemning brands and organizations as they see fit.

In order to win the favor of this new generation of discerning consumers, companies have no choice but to start genuinely caring about humanity and our planet.