By Fran Hawthorne
“Hawthorne provides readers an neutral photograph of the problems of working a ecocnomic corporation whereas attempting to retain 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 stable simply because they're assisting US employees earn a good salary (never brain that a few of these woman staff have accused their boss of sexual harassment). And while consumers wear a couple of Timberlands, they think stylish and as eco-friendly because the pine wooded area they may trek through—that is, till they’re reminded that this eco-friendly corporation is within the company of killing cows. yet without doubt even the pickiest, so much natural, so much politically right purchasers can believe virtuous approximately procuring a tube of Tom’s toothpaste, correct? in the end, with its typical materials that experience by no means been established on animals, this corporation has a forty-year heritage of being run through a pleasant couple from Maine . . . good, ahem, until eventually it used to be lately obtained out by way of Colgate.
It’s tough to outline what makes a firm hip and in addition moral, yet a few businesses appear to have hit that magic bull’s-eye. during this age of customer activism, pinpoint advertising, and instant info, shoppers call for every thing from the espresso, computing device, or toothpaste they purchase. they wish a cheap, trustworthy product synthetic by way of a firm that doesn’t pollute, saves power, treats its employees good, and does not harm animals—oh, and that makes them suppose cool after they use it. businesses would really 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 through phony advertising?
In Ethical Chic, award-winning writer Fran Hawthorne makes use of her business-investigative talents to investigate 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 unit flooring of yankee 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 consultant for day-by-day dilemmas and moral company practices, Ethical Chic is a blinders-off and nuanced examine the combined bag of values on sale at businesses that undertaking a possible innovative image.
From the Hardcover edition.