Published 2013.11.12 CommPRO.biz

Let The Seller Beware!

Cohn & Wolfe, a division of international communications giant WPP, just released From Transparency to Full Disclosure, a study they commissioned to find marketplace hot buttons. They polled 3,000 consumers in Great Britain, China and the United States on what opens their wallet. Price and quality were the overall winners with honesty (AKA ethics) coming in third place, except in China where quality and honesty beat out price. 

The transparency part comes from consumers’ interest in the values adhered to by the companies they do business with. They want the goods they buy created and sold by folks striving to do as they would do, folks who put their customers, workers, vendors, their communities and the environment ahead of profits. They worry most about the food they buy, that it is what it’s claimed to be and that it is produced with the buyers’ safety and health foremost.

You know what they hate most? A cover-up. They understand that we all goof-up now and then, but they expect us to fess-up immediately and do right by those who may have been misled or injured as a result of the error. What’s more, they have a clear view of where the buck stops, it stops at the top. The Cohn & Wolfe study found that “84% of UK and US consumers and 90% of Chinese consumers believe that if you are the leader of a company you cannot claim ignorance about something bad happening in your business, showing that there are no excuses for today’s leader.” They summed it up succinctly: “CEO = Chief Ethics Officer.” A point missed by the leaders of too many corporate entities of late.

The results of this study read like “Basic Communications 101.” Isn’t this what we’ve been telling our leaders or our clients?” Isn’t this what has been shown as the most profitable business model? Isn’t this what attracts and builds the most talented team in communications or any business? Of course it is. It’s the kind of team we all want surrounding us. The kind of team we all want to be a part of. If you are a leader, if you are the Chief Executive Officer (AKA Chief Ethics Officer), what are you waiting for? If your CEO doesn’t understand how interchangeable that title needs to be, what are you waiting for?

It all comes down to “Why would you work for, or do business with a crook?” While that quote sounds like Will Rogers, it isn’t and it doesn’t matter who said it, it’s a simple truth; one that only a few shortsighted business leaders choose to ignore. Actually people expect more than someone who just walks a line between lawful and criminal. We expect the businesses we trust with our hard earned cash to do right by us, to do the right thing. When they misrepresent their offerings, or dance around the truth, they betray us. And usually we simply never do business with them again — never.