ABSTRACT
This chapter examines dynamic and offers an ethical decision-making framework to help industry leaders achieve the promise and avoid the perils of managing a purpose-led brand. Purpose-led companies and brands are not immune to ethical dilemmas; in fact, they may be even more vulnerable to them due to conflicting demands from multiple stakeholders, including the public. As inspiring as being purpose-led sounds, purpose is not a panacea, and purpose-led organizations are prone to the same kinds of ethical challenges as profit-led ones. In situations, decision-makers often fail to recognize the myriad ethical dimensions of their actions. The fact is any single-lens method of ethical analysis can mislead decision makers – and that includes the single lens of purpose. Other purpose-led brands are employing similar holistic decision-making processes to resolve issues and make tough choices in situations when their values are challenged.
