Ethics. Ethics is knowing the difference between what you have a right to do and what is right to do, but the ethics of any company and individual can be tested, especially in the pursuit of profit and when under pressure.
Google was famous for including the words ‘don’t be evil’ in their code of conduct, but in April last year, they removed it in order to expand in China. Being ‘evil’ is very tempting. Brands and businesses are constantly tempted to exploit consumer data and values for profit. Take Google; the temptation to sell out their values, in the form of submitting to China’s state censorship to secure a shot at the massive Chinese market, was just too alluring to pass up.
Similarly, beauty brands, including fan favourites MAC and Revlon, agreed to animal testing (a practice they reviled in their home markets) to gain entry to lucrative markets (China again) that insist on the practice. As we head into 2019, it’s worth our while to examine the trends that highlight the potential brands have to drive both good and evil in society.
To help us do this, I spoke to Bronwyn Williams who specialises in Chaos Theory or the science of predicting the behaviour of “inherently unpredictable” systems. As a trend researcher, writer, and keynote speaker, she is in the business of making sense out of chaos and making the unpredictable future understandable and accessible to you and your business.
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