Ethical Chic: The Inside Story of the Companies We Think We Love

Joining the backlash against corporate social responsibility, journalist Hawthorne (Inside the FDA) evaluates six companies (Tom’s of Maine, Timberland, Starbucks, Apple, Trader Joe’s, and American Apparel) that have built brands around goodness, and asks: “Do they deserve their haloes?” In reviewing the impact of these companies on the environment, treatment of workers, and public service, Hawthorne’s methodology is mainly qualitative, based on interviews with company representatives, union leaders, and staff at various watchdog organizations. One of her biggest criticisms is the price premium some companies can command in the marketplace. Here Hawthorne’s argument is inconsistent, as when she criticizes American Apparel for nearly going bankrupt (“It might seem that a key requirement for a socially responsible company would be... to stay in business”) while also accusing Starbucks of overpricing coffee (“it is socially irresponsible for Starbucks to claim the ethical mantle while pricing out people who can’t afford its wares”). No one expects the author to resolve such conundrums; however, these pronouncements, set alongside attempts to maintain journalistic objectivity, make for a confusing read. Agent: Lauren E. Abramo, Dystel & Goderich Literary Management. (June)