Tim Worstall responds to a short snippet from the Telegraph, lauding the “shared values” marketing approach exemplified by the Ben & Jerry’s ice cream firm:
But of course, this only works with those who share or desire those values that you are pushing. And there are some very different value systems out there. There is an, admittedly and thankfully very small, market out there for a company whose values include being beastly to Jews. I don’t think it will shock anyone at all to hear that there really are racists in our society who would respond to having their idiocy pandered to. Or sexists, capitalists, neoliberals and all sorts of groups that have slightly different value systems from those put forward by Ben and Jerry’s.
[. . .]
So, companies that appeal to the values of their potential customers: yup, great idea. Have fun and make money. But I’m afraid you cannot complain if some of them appeal to values you don’t share: for many will not share the values that you push.
Which leads then to the joy of this market thing. Companies that do define themselves by these values get to compete for the attentions of those who care about such things. Those catering to the rarer prejudices will either fail or stay small, those who cater to the mass ones successfully will prosper and grow fat. Which is excellent, isn’t it?
