CHAPTER 3
BRAND CITIZENSHIP
The Consumer-First Model for Doing Good and Doing Well
In all kinds of businesses today, the traditional producer–consumer relationship is giving way to an evolving and exciting partnership between people and companies. It’s not hard to suppose that, at some time in the not too distant future, either pressure from advocacy groups or innovation from individual companies and whole industries will lead to a new kind of corporate “rating.”
Imagine labeling standards that indicate a brand’s practices in the realms of sustainability, social responsibility, working conditions, and the like. It might be a little like the Whole Foods Market approach to rating seafood on various measures of health and environment, or Starbucks’s ...
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