The smart money in today's economy seems to be on transparency. In a post-Enron, post-recession world where information is no longer tightly controlled by organizations, many PR professionals are espousing the merits of telling it like it is.
There really does seem to have been a genuine and concerted shift towards accountability and transparency over the last few years. Consumers are becoming more and more aware of corporate ideologies and values and seem to want to align themselves with those organizations that best represent their personal ideologies and values.
Will this shift become the norm? Will values and ideologies trump price at the cash register? Will a socially responsible yet under-performing stock be preferred over a high-yield morally questionable one?
I don't know. All I do know is that I know where I'm going to put my money.
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