The value of values

Cashing in on values is the latest trend in corporate America. From Silicon Valley to Wall Street, white collar professionals use the word values as if its a Mormon’s safe word in a Burning Man coitus camp. Phrases like “socially-conscious”, “sustainable”, “mindfulness”, and “socially responsible” are dropped more often in business settings than the drug molly is at Diplo concerts.

Here’s how it usually works: Company X states their core values, Company X markets the idea that their purpose is to utilize their business to spread these values, individuals buy into this messaging, and what follows is hordes of consumers attracted to the idea of a benevolent business.

Here’s a few examples.

Warby Parker underlines in their mission statement, “To offer designer eyewear at a revolutionary price, while leading the way for socially-conscious businesses.”

American Express proudly states in their document of principles, “”We work hard every day to make American Express the world’s most respected service brand.”

Life is Good, an American apparel company proclaims, “We are out to spread the power of optimism.”

And who could forget the founding father of value based capitalism, Patagonia. In their mission statement, the high-end outdoor clothing chain professes, “Build the best product, cause…