Ethical beer drinking
During a recent conversation with one of my colleagues, we discussed the best advice we’d been given in our lives so far.
Amongst my favourites were:
“You can never pack too many pairs of underwear”
“Don’t f**k it up”
but the one that sticks with me the most is given to me by my mother on a regular basis –
“Trust your gut.”
Everybody gets that feeling where something just doesn’t seem quite right, a spidey sense waving a little red flag and telling you to abort mission. This can apply to decisions you make, situations you find yourself in, people you meet, and in business, the companies you work with.
I’m sure that many a time in our working lives, we’ve all found ourselves faced with a moral dilemma, and the ethical culture of the people surrounding you can influence the way you deal with it.
I can hear you thinking, what does this have to do with beer drinking? Well, a recent client brief left me feeling slightly uneasy as it involved marketing for a company that manufacture those plastic rings that hold your beer cans together. Yep, those things kill turtles.
The angel on my shoulder threw a little strop and tethered a big ol’ lump of guilt onto my conscience.
There turned out to be an unexpected silver lining, though. The product in question turned out to be made from sustainable, photodegradable material. Which means it dissolves in the sun, not in a turtles belly! Hallelujah.
Would I have voiced my opinion if the sustainable beer holder hadn’t saved the day? Of course I would. Our ethics are what guide us in challenging situations and I felt strongly enough that we would have needed to discuss it as a team. In fact, we still did. And in the end, our little turtle friends became a focus of our campaign.
Being ethical is about more than just having a good reputation, sourcing products carefully and pricing services honestly. It’s about doing the right thing when the wrong thing is always easier, less time consuming, less embarrassing and less costly.