The atmosphere at a mid-October meeting of progressive business leaders could be likened to a family gathering a few days after everyone's favorite uncle was found molesting a neighbor's child. The scandal was on everyone's mind, few would openly talk about it, and most hoped that by ignoring it, the story would soon fade away. Socially responsible business is not about having a good heart or striving for perfection. It's about recognizing the original sin of capitalism, preaching only what is practiced, and turning out a fair-priced, quality product. Recklessly executed and misleadingly promoted corporate visions undermine the credibility of those who play it straight.
Journalists love to create heroes and unmask hypocrites.
With Anita Roddick, they hit the Daily Double. Over simplifying complex moral issues and exaggerating positive corporate behavior breeds cynicism. The social responsibility community is justifiably concerned that the Body Shop firestorm will consume the entire movement. Already, less socially conscious marketers, sensing the honesty gap, co-opt green symbols to sell everything from detergent to gasoline to cigarettes. Consumers hate to be taken for granted.