When The Truth Belies The Claim

This episode explains that while brands like Patagonia earn deep-seated loyalty by aligning their environmental activism with their operations, others face severe reputational damage when their actions appear hypocritical. For instance, the source highlights how Unilever faced intense public backlash and accusations of "purpose washing" for allegedly continuing business in Russia despite its ethical pledges. Because social media allows for the rapid spread of information, companies can no longer hide behind polished advertisements to mask unethical supply chains or inconsistent values. Ultimately, the text argues that a brand’s long-term success depends on genuine authenticity, as today's vigilant public acts as a co-author of a company's identity. This "glass house" era ensures that ethical consistency is the only viable strategy for maintaining consumer trust and credibility.

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