THE PROFITEERS

How profits can follow responsible business practices.

Business professor, lecturer, and Forbes columnist Marquis mounts a sharp critique of businesses that have hidden the negative social and environmental impacts of the ways they produce and deliver their products and services. “Behind a smoke screen of rhetoric about individual responsibility and personal choice,” writes the author, “corporations and their leaders ruthlessly pursue their own interests, shifting the blame for the harms they cause onto society at large.” These businesses typically use two strategies to deflect responsibility for environmental pollution, labor exploitation, and systemic discrimination: gaslighting, which presents “a false view of reality with the aim of convincing the ‘victim’ (i.e. us) that they are responsible for a wrong that the gaslighter committed,” and greenwashing, whereby companies publicize an ecologically sound image—a new logo or advertising slogan—“while continuing to operate in the same dirty way they always have.” Marquis points out, for example, the “big lie” told by the Plastics Industry Association about recycling: Most plastics are not recyclable, instead ending up in landfills. In presenting practical ideas for reform, Marquis sees a growing movement from “a linear ‘take, make, waste’ orientation to one where virtuous cycles drive positive change.” Among many companies working to eliminate pollution and reduce their carbon footprints are the shoe manufacturer Allbirds, furniture superstore IKEA, personal care enterprise Dr. Bronner’s, household cleaning supply company Seventh Generation, and clothing manufacturer Patagonia. The establishment of benefit corporations and B-corporate certification has spread internationally as a result of shareholder activism and corporate collaboration. In addition to programs for recycling and reuse, many companies are actively promoting reduced consumption. “Doing well by doing good,” Marquis reveals, “is an easy pill for the public to swallow, and companies know this.”

A forceful argument for genuine business accountability.