Using social values for profit cheapens them, a new study cautions

(University of Toronto, Rotman School of Management) Businesses sometimes align themselves with important values such as a clean environment, feminism, or racial justice, thinking it's a win-win: the value gets boosted along with the company's bottom line. But be careful, warns new research from the University of Toronto's Rotman School of Management.Using these values primarily for self-interested purposes such as profit or reputation can ultimately undermine their special status and erode people's commitment to them.
Source: EurekAlert! - Social and Behavioral Science - Category: International Medicine & Public Health Source Type: news