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20 Hamline J. Pub. L. & Pol'y 1 (1998-1999)
Business with a Soul: A Reexamination of What Counts in Business Ethics

handle is hein.journals/hplp20 and id is 7 raw text is: Business With a Soul BUSINESS WITH A SOUL: A REEXAMINATION OF WHAT COUNTS IN BUSINESS ETHICS Marianne M Jennings* and Jon Entine ** I. INTRODUCTION Rain-forest chic' is a label coined in the popular business press for the increasingly popular corporate branding strategy of capitalizing on consumer use of environmental issues as a screen for buying decisions. Companies have parleyed this market strategy into product successes.2 Shampoo bottles, powder blush ©1999. No part of this paper may be reproduced without permission of the authors. *Professor of Legal and Ethical Studies, Director, Lincoln Center for Applied Ethics, College of Business, Arizona State University, Tempe, Arizona. **Jon Entine is an Emmy Award winning writer and television documentary producer and a consultant on corporate ethics. His articles have appeared in newspapers and magazines around the world. Entine has reported and produced for 20/20 and PrimeTime Live at ABC News, and Tom Brokaw's NBC Nightly News. He lectures at universities and at corporations around the world on issues of journalism, marketing and corporate ethics. In addition, he writes a regular column on business, The Ethical Edge. He can be contacted via email at: runjonrun@earthlink.net. I Rain-forest chic is a term coined by Mr. Entine in his piece Rain- forest Chic: A Look at the Underside of Ethical Marketing, TORONTO GLOBE & MAIL REP. ON Bus., Oct. 1995, at 39. 2 Consumers put their money where their mouths are and are actually making what they believe is the environmentally responsible purchase. David Mager, Bottom-Line Benefits of Environmental Responsibility, 5 AT WORK: STORIES OF ToMoRRow's WORKPLACE, at 11 (Sept./Oct. 1996). One survey revealed that 71 percent of consumers switch brands because of environmental

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