Caring & Ethical?

Caring & Ethical?

September 27th, 2011 // 5:03 pm @

It has become trendy to portray your company as “caring & ethical”, and many companies are pursuing this persona. Sadly this is often pursued more through the use of public relations than actually being either caring or ethical.

Companies have paid agencies to come up with trendy sounding names for this new theory of how the company should be. Many of them are difficult to fathom in the real world. Such as Pepsi’s “Performance with Purpose” or Chevron’s “Human Energy”, neither of which I suspect many people truly understand, including myself.

Such phrases are the product of meetings between senior human resources managers and a communications agency, and meet the key criteria of looking like the company is committed to being caring & ethical, without the bother of actually trying to do either.

Behind such meetings are CEOs looking to be part of the latest trend in management thinking. The phrase “latest trend” makes me think of a herd of animals all going in the same direction, because it feels safer, not because they have made any decision that is the right way to go.

Companies coming up with difficult to understand “caring & ethical” policies that they attempt to impose on staff without following themselves, merely lower their credibility with staff. People know when they are being treated well and when they are not.

Chevron sells itself as a “Human Energy” company, which might make sense if their core business was rickshaw management, but when it is exploring for, extracting, refining and selling gasoline, it merely causes a credibility gap.

Chevron is not alone in attempting to portray themselves in a way that lacks credibility, or even common sense. It is too easy in a meeting to get carried away with how you want the world to perceive you, leaving reality behind.

We live in a more transparent world than ever before, and when you present yourself in a way that is so at odds with the truth, it will be noticed, and it will be damaging.

If you believe your company should be caring and ethical, be those things, and the world will notice.


Category : Blog &Companies

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