Monday, September 10, 2007

The Double Bottom Line

Two recent articles reminded me of the concept of the "double bottom line," in which a company looks beyond profits and to other "benefits" produced by its work. Some companies, like Ben & Jerry's, espouse a "triple bottom line" approach that integrates profits with environmental impact as well as social impact.

The articles below are some of the "next steps" along this line of thinking:

The latter article makes an excellent point that must also not be forgotten:
But remember, while you are getting the knots worked out of your back, that "cause marketing is not a substitute for personal philanthropy," Hessekiel said.

"Buying a product that makes a contribution does not absolve you from contributing to society with your time and treasures."