By Fran Hawthorne
“Hawthorne provides readers an neutral photo of the problems of operating a ecocnomic corporation whereas attempting to preserve a good company trust system…Highly recommended.”—Library Journal, starred review
Consumers are instructed that once they wear an American clothing t-shirt, leggings, denims, gold bra, or different merchandise, they appear hot. not just do they give the impression of being sturdy, yet they could additionally suppose strong simply because they're aiding US staff earn an honest salary (never brain that a few of these woman staff have accused their boss of sexual harassment). And whilst consumers wear a couple of Timberlands, they suppose stylish and as eco-friendly because the pine woodland they could trek through—that is, till they’re reminded that this eco-friendly corporation is within the company of killing cows. yet absolutely even the pickiest, so much natural, so much politically right dealers can think virtuous approximately deciding to buy a tube of Tom’s toothpaste, correct? finally, with its typical components that experience by no means been demonstrated on animals, this corporation has a forty-year heritage of being run via a pleasant couple from Maine . . . good, ahem, till it used to be lately obtained out through Colgate.
It’s tough to outline what makes an organization hip and likewise moral, yet a few businesses appear to have hit that magic bull’s-eye. during this age of client activism, pinpoint advertising, and instant details, shoppers call for every thing from the espresso, computing device, or toothpaste they purchase. they need an inexpensive, trustworthy product synthetic via a firm that doesn’t pollute, saves power, treats its employees good, and does not damage animals—oh, and that makes them suppose cool after they use it. businesses would like to have that sort of popularity, and a handful appear to have accomplished it. yet do they deserve their haloes? Can an organization make a revenue doing so? and the way can shoppers steer clear of being tricked by means of phony advertising?
In Ethical Chic, award-winning writer Fran Hawthorne makes use of her business-investigative abilities to research six favorites: Apple, Starbucks, dealer Joe’s, American clothing, Timberland, and Tom’s of Maine. She attends a Macworld convention and walks at the manufacturing facility flooring of yank clothing. She visits the wooded headquarters of Timberland, speaks to shoppers who force thirty miles to get their pretzels and plantains from dealer Joe’s, and confronts the founders of Tom’s of Maine. greater than a how-to advisor for day-by-day dilemmas and moral enterprise practices, Ethical Chic is a blinders-off and nuanced examine the combined bag of values on sale at businesses that undertaking a doubtless revolutionary image.
From the Hardcover edition.