By Emma Young
How important is it to you to protect our planet’s wildest places? Would you put a price on it — or is it the kind of goal that just can’t be subject to a cost-benefit analysis? If the latter, then for you, protecting Earth’s wilds is a “sacred value”. Patriotism, or the protection of human lives, or diversity in the workplace can be sacred values, too. So what happens when a for-profit organisation embraces such values — is the pursuit of social or environmental values and profit a “win-win”, as is often claimed?
A new paper in the Journal of Personality and Social Psychology: Interpersonal Relations and Group Processes, suggests not — and it’s the value that suffers, as it becomes less sacred. If this is right, then businesses that co-opt such values in their advertising (think no end of outdoor clothing companies that make a big deal about caring for the wilderness, as just one example) are degrading the very values that they claim to promote.
Continue reading “Companies Undermine “Sacred” Values Like Environmentalism When Co-opting Them For Profit Or Prestige”