How feel-good companies are navigating the minimum-wage fray

“Companies that wish to project a progressive image for their brands for being environmentally friendly or supporting organic farming represent an equally important social barometer for pay equity,” says Michael Santoro, professor of business ethics at Rutgers University.

Robert Caplin | Bloomberg | Getty Images Workers fill orders inside a Starbucks in New York, U.S.

Robert Caplin | Bloomberg | Getty Images
Workers fill orders inside a Starbucks in New York, U.S.

 

“Can brands that cater to conscious consumerism extend their value proposition to help workers earn a living wage?” asks Santoro, who wrote about the widening disconnect between Main Street and Wall Street in his book, “Wall Street Values.” He added, “The days of grooving to your iPhone and not caring that a worker manufactured that phone in a substandard factory are over.”

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