As the field of corporate social responsibility matures, there are some noticeable cracks beginning to appear. There are those organizations that have spent a lot of time “talking” about the good that they do, but have little to show. Additionally, there are those corporations whose involvement and commitment to their cause of choice ends after a check is written and they are recognized for their charity.
Most of us are familiar with the “sniff” test. In order to check if something has gone sour, such as day-old meat, milk or dirty laundry, a quick “sniff” will help us make a determination. I believe that today’s customers are savvy and are always conducting this type of test with those companies with whom they do business. They subconsciously ask…
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