Is it being principled, or is it being a Virtue Signaller, or is it simply commercially clever?

These are valid questions when it comes to assessing the principled actions of a company.

For example, Cadbury’s early principles were all about community: The company provided housing for its workers. Its product, until that time, was a luxury item, but Cadbury made it available for the types of people who manufactured it for them.

Similarly, Henry Ford ensured that all of his employees could acquire his vehicles.

Commercially clever? Absolutely.

Ensures fans? You bet.

Is it principled? Sure, if its intention is honourable. (Which we can’t know, by the way; we judge ourselves on intention and others on their behaviours.)

Is it virtue signalling? Well now, that depends on the Zeitgeist.

Example:

Today’s Zeitgeist praises “carbon neutrality” because of a so-called “climate crisis”. So if you were to splash in public a bunch of things about doing this, that or the other to reduce your footprint, you’re effectively a virtue signaller. If that triggers you, it’ss important that you understand that the entire point of the “low carbon” movement has its origins in the push to commercialize technology (the creation of which often works fast to destroy precious environments, like the Tarkine is facing right now), not in an environmental movement. Without carbon in the atmosphere, how will plants live? Answer: They won’t. Does high carbon cause weather patterns or shifts in oceanic flows? Answer: No, it’s proven to be a spurious correlation.

This is why it’s important to figure out whether your business is working to its OWN principles, or a social movement.

Your content must reflect your company’s position in the world.

Its TRUE position.

Not the position it thinks its audience wants to see.

Notice the difference?

One is pandering to an audience; the other is forging its own path.

This is why you need courage.

If you’re in an industry that creates addictions and negative behaviour, for example, and your company’s principles are truly about well-being, then you’ve got to be prepared to weather the relevant storms.

That’s why it’s just easier to go with the flow.

That’s why most of what I wrote to you is likely to fall on deaf ears.

It’s easier loudly to sing LA LA LA LA LA LA LA than it is to hear the truth.

But if you’re willing to break away from that, to forge your own path, the payoff can be immense!

And in terms of your content, the best way to demonstrate your principles is via a car study, because it allows other people to talk about the real meaning of those principles in action.

Right now you can get 25% off all your second and subsequent case studies for the rest of the financial year.

But the offer is only valid until next Tuesday.

More info:

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Leticia “your morals are not social movements” Mooney

Leticia Mooney

Wordsmith