It's no longer enough to simply have a do-good mission thumbtacked onto your business model. The next generation of Emotional Capitalists will have brands that a) be more transparent about who makes their clothing, under what condition, where in the world, and b) using what materials. We know that executives at apparel brands are the direct cause of harmful dyes and chemicals being thoughtfully dumped into clean drinking water supplies. And we further know that water most likely will be the 'oil' of the next few generations, sparking wars in all likelihood from it's shortage.
So while many may not care that their clothes were made by people getting paid almost nothing, no one actually wants to wear clothing that someone actually died making or ran the risk of dying to make.
And surely since we all drink water, and those of us who eat food are actually drinking water since food is basically a vehicle to transport water with flavor and texture from one place to the next prior to consumption, then our clothing shouldn't be the cause of preventing our children and their children from having that which we deem a necessity.
Therefore, it is of no surprise that fabrics that reduce or eliminate their impact on soil quality and water supplies are coming into vogue.
At my company, Fed By Threads, we don't just provide 12 emergency meals to hungry Americans per garment sold, we are the only multi-brand shopping experience to exclusively carry only American-made brands that use sustainable organic materials. Customers can read rack signs in our store and know the exact STATE or CITY in American where each and every garment was produced. We've gone further to blow up images from the brands we carry from where they produce. I imagine that you won't see that at the vast majority of the brands that produce overseas, and certainly not the ones who used the services of Rana Plaza subcontractors in Bangladesh. That is a truth they don't want their customers to see. But we are proud to show customers where the clothing we carry is made and make trips ourselves to see factories.
I love business. I was born a business man. And I love Emotional Capitalism that goes beyond a simple mission to give away free meals or free shoes. That was the last ten years. The next generation of Emotional Capitalism is in full swing. It won't be appetizing for those who are singularly driven greed and profit at all costs. But for those of us who enjoy building healthy long-term business relationships, we realize that by turning down the volume on greed even just slightly in the short-term, we can lead good lives and possibly, just maybe change consumer behavior to pave the way for a bright future for our children and their children to come.
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