Is this really the way to do business?

By on February 25th, 2012
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English: An HP LaserJet 4200 dtns printer

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Last night I’m at Staples to pick up some paper for my laser printer.

I’m overwhelmed by the choices.

There is laser printer paper, inkjet paper, recycled paper, hi gloss paper, heavy weight paper, light utility paper, colored paper. And more.

I settle on some recycled paper with the FSC logo because, when I can, I want to do the right thing. I figure when the barriers are low there’s no excuse.

However, when I get to the checkout the cashier asks me whether I wanted to take advantage of a 27% discount on still other paper I had failed to notice in the paper aisle.

She says the paper is essentially the same. At first glance, it appears to be identical.

Same quantity, same weight, same brightness, same graphic design, same bullet points and starbursts on the packaging.

Well, of course I want a deal, but I can’t help wondering what the difference is.

The cashier tells me this otherwise identical paper isn’t recyclable.

For an extra buck-seventy-five, I figure I should do the right thing.

I can’t help but be reminded what a crazy world we live in where we actually incentivize cutting corners and making poor choices.

And I wonder…

Are there places where I don’t do the right thing or the best thing for my clients because it costs too much (in time, money or effort)?

If so, is this really the way to do business?

What do you think?




  • http://twitter.com/ecomandotca Jonas Spring

    Great post! I have found the main barriers to “do the right thing” are cost, lack of choice,   
    Lack of knowledge, lack of time and unwillingness to change. While i agree that if two identical products have similar cost the choice is easy, that is often not the case. More often than not no alternative choice is available. I have experienced many situations where time constraints have prevented me from doing additional research to find more appropriate products for my business. Sometimes you have choice but lack the knowledge to determine which is the best choice. For example pressure treated vs. Cedar vs. Composite decking or the difference between natural stone or precast for walkways and patios. Often the metric for comparison is unclear, should we be more concerned about waste, energy, pollution, longevity of product or reusability? These things are not easy to compare (disposable vs cloth diapers is a good at home example). Not to mention aesthetic, functionality and cost considerations. Finally there are times when better choices come down to small changes in process. In my business using water attachments on saws to reduce dust for example. These type of changes require a willingness on the part of employees to try new techniques processes and rewrite existing habits. 
    In my opinion we need to rethink how we provide service and what products we use across the board. Look at the food industry for inspiration and try to get trade organizations and consumer groups on board to do the heavy lifting of product comparison to take some of the burden of research off the individual. Of course we also need to develop trust in our institutions but that is another post. 

  • http://www.hypenotic.com/ Barry A. Martin

    @Rick– Nice thoughts.

    @twitter-263538329:disqus – The biggest challenges I see are inertia and deliberate obfuscation. 

    Inertia in that the current system grew around us incrementally over the last 70 years. And obfuscation in that the global brands who make their margins through cutting the corners Rick’s talking about benefit the longer this is all confusing to people who would like to make better choices.

    I see three solutions: 
    1. Always trying harder to see through the haze and confusion to make better choices. Send a message at the till.
    2. Rewarding and promoting organizations with ethical and sustainable practices. Help a sustainable economy emerge.
    3. Educating and pressuring civic leaders to create legislative instruments that reward and support people doing good. 
     

  • http://twitter.com/ecomandotca Jonas Spring

    Agreed

  • http://hypenotic.com/ Rick Stender

    Thanks for the comments guys. 

    To Jonas’ point about the metrics for comparison not always being clear, this presents an opportunity to ethical marketers. By making education a cornerstone of our marketing, we can help clients, prospects, consumers, make better choices. And stand out in the process. 

  • http://www.pistachiowriting.com/ Stephanie Ortenzi

    Goes to show. It still costs more to be good. Do you think it always will?


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