Answering To A Higher Authority...

Like the classic tag line for Hebrew National hot dogs, more and more consumers today are expecting the brands they purchase to “answer to a higher authority.”

For these values-driven consumers, quality, design and price are still important but no longer sufficient criteria for purchase. They expect product ingredients to pose no potential harm to humans, animals or the environment. They also want to know how the Company behind the product treats its workers; and whether a portion of its profits are directed to doing social good.

Not all brands for sale meet these criteria. The very best of these brands might be referred to as “good karma” brands. A “good karma” brand should satisfy consumer needs in a manner that promotes the wellness of people, the environment, the business community and society at large.

To assess a brand's karma, here are five general factors to consider:

• Safety of product ingredients
• Equity, fairness and safety of the supply chain
• Integrity of product and marketing claims
• Service and overall customer experience
• Price and value relative to profit
• Corporate citizenship and social responsibility

Now comes the challenging part. Don't expect a "Good Karma" label on the packaging just yet. And as you stand in the aisle evaluating your purchase, do not expect a binary outcome as you weigh these factors. Products will most likely fall within a range of acceptability. Unfortunately, the factors often interplay with one another compounding the confusion.

For example, nutritionists suggest eating a variety of fresh fruits and vegetables to maintain a healthy diet. But, how do you accomplish this if you are also trying to eat local? Only the fortunate few live in tropical paradise with a diverse mix of fresh produce available all year long.

Or take the example of eating organic foods. How do you evaluate the net karma impact of organic, fair trade bananas from Central America, given the CO2 emissions of long haul air freight? It is a better choice than less expensive, the non-organic/non-fair trade bananas, but the carbon footprint is likely the same.

My advice is to keep these criteria in mind, do your own informal research and make comparisons across products. The more informed you are, the better the chance that you will make purchases that you feel good about. And if you make a mistake and buy the wrong product, don't beat yourself up. Instead, use the experience to make a more informed choice next time. Over time, more and more of the products and services you use will satisfy your broader concerns for life, your community and the planet.