Stakeholder and Consumer Value Alignment
Corporate stakeholders and consumers increasingly care not only about how sustainable a company’s products and operations are, but also about what a company stands for. The majority of global brand leaders now know that ignoring this is bad for business, and sooner rather than later, all companies will come to terms with this, or face their demise.
Just look at the recent rush of global brands such as BP Google and Facebook cutting ties with the controversial American Legislative Exchange Council (ALEC). Whether genuine corporate values or concerns about stakeholder and consumer reactions are at play, one certainty is that there is an increasing shift among companies to do the right thing – even when it hurts business.