Today’s customers yearn for a return to business done right, not just fast. Companies that are providing responsible products are standing the test of time.
If you visit Grannies Inc., you can choose the design of your own scarf, gloves or beanies. You can also choose a British granny to knit it for you. This personal level of customisation delights consumers who get something real in their hands when they buy it. It’s also challenging Topshop and Zara, which produce masses of uncanny replicas of all their garments like a well-oiled machine.
In the food business, Shake Shack, which prides itself on premium ingredients, is starting to rumble McDonald’s as customers are growing suspicious of the processed ingredients and preservatives it puts in its food. Shake Shack just went public and more than doubled its initial public offering price on the first day of trading as investors ate up its appeal.
via Capitalism at a Crossroads: The Return of Responsible | INSEAD Knowledge.
