The dilemma of choice
The Times, November 2007
Ethical concern and consumerism has created new options in various aspects of life. Take a cup of coffee. No longer is it just (if just is the right word) a matter of figuring out the permutation of beans, milk and water. Next comes whether its fair trade or organic or both.
This poses an interesting dilemma for companies. Apply fair trade, or organic, or any other relevant ethical standards across the whole range? Or stock the option and let the consumer make the choice?
The whole range approach has the greater social and environmental impact. It can demonstrate that reach and scale can be a force for good. It can also be used to say something powerful about the company and is values. Enabling it to start communicating that choosing it is the only ethical decision consumers need to make.
Compelling benefits. But is it as simple as it seems?
Even concerned consumers like choice. It enables them to take the feel-good factor associated with the ‘right’ choice. And offering consumers the ethical option can also demonstrate that the company cares. Indeed, because it raises the level of consumer involvement, the menu of options may actually be a more effective way of getting the message through. Many of these issues are also ambiguous. The case for organics or for fair trade is far from cut and dried. Opinions differ and often strongly.
All grist to the mill of ‘let the consumer decide.’
So what’s the best thing to do? Well, on some macro issues – employee standards or supplier guidelines – the whole company approach is the only viable option. But get down to details and the situation becomes more complex. Go whole range and you can make a powerful statement. Offer the option and you can extract ongoing advantage. The point is not that there’s an easy answer. It’s to understand that this offers tactical opportunities. So you have to think the choice through. And then you have to make it work for you.
