2:
Avoiding Old Mistakes
No ad campaign, no celebrity, no glorious blandishment can compensate for a lack of trust and the sense that this is all a scam and a sham, for the feeling that one is being fooled and fobbed off.
—LAURA PENNY IN YOUR CALL IS IMPORTANT TO US
Four recent studies typify the public faith in big business and signal the backlash against corporations that attempt to woo stakeholders through superficial or artificial corporate-responsibility gestures. In a Roper poll conducted in July 2005, for instance, 72 percent of surveyed adults said they believed that corporate wrongdoing was rampant and that executives are bent on “destroying the environment, cooking the books and lining their own pockets.”1 This ratio was up from ...
