In their efforts to convey genuine values to the consumer, do businesses instead risk creating scepticism and negativity? Steve Pickering, the ‘unorthodox’ CEO of South East independent bed retail chain Sussex Beds, shares his views …
Businesses that genuinely commit to social responsibility build trust, credibility, and long-term loyalty from their audience. But beware – support perceived as a marketing ploy rather than an authentic commitment can backfire spectacularly, eroding the very trust you aimed to build.
Recently, I was offered a low-cost service to ‘green’ our business – a simple plug-in to plant trees alongside customer orders. I declined.
Not because environmental sustainability isn’t important, but because it isn’t currently a core cultural value in our organisation. We could have easily implemented this initiative, ticked a ‘sustainability box’, and marketed ourselves as environmental champions. But that approach felt fundamentally dishonest – a superficial gesture rather than meaningful action.
The reality? Countless worthy causes exist, and no organisation can authentically champion them all.
I believe support must genuinely align with your company’s values and purpose, or stem from personal experience and connection. Anything less risks being perceived as opportunistic ‘woke washing’ – and today’s audiences can spot insincerity from miles away.
What causes does your organisation authentically support, and why?
Discover more of Steve’s thoughts in his blog or listen to his new weekly podcast, An Unorthodox CEO, available through Apple Music, Spotify and YouTube.
