Rather than sweep the scandal surrounding ultrarunner Robert Young under the rug, Swiss sportswear brand Skins set an example on doing the right thing
During last week’s presidential debate, Hillary Clinton leaned on an old and appealing line. “We are great because we are good.” Reagan has used it before, as did Eisenhower. What it means, of course, is that our country’s performance advantage on the world stage comes from our willingness to do the right thing.
Businesses who market social responsibility as a selling point have been trying to make the same claim for decades. But it hasn’t been enough of a selling point. So, some savvy brands are digging deeper on what it means in practice to be great.
Source: Guardian Environment