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Janet Godsell, Dean and Professor of Operations and Supply Chain Strategy, Loughborough Business School, Loughborough University

How shaming unethical brands makes companies improve their behaviour

Alive Color Stock/Shutterstock

Recent investigations have uncovered forced labour in agricultural supply chains, illegal fishing feeding supermarket freezers, deforestation embedded in everyday food products, and unsafe conditions in factories producing “sustainable” fashion. These harms were not visible on labels. They surfaced only when journalists, whistleblowers or activists exposed them.

And when they did, something predictable happened. Consumers felt uneasy. Brands issued statements. Promises were made. The point is that the force that set change in motion was not regulation. It was consumers.

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