From time to time, we receive news about acts of cruelty to animals. The poor, helpless little kittens, puppies, birds or other pets are bewailed and the perpetrators vilified. In many cases, these involve abandoned pets. In other cases, the perpetrators may be the owners themselves. Whatever it is, society as a whole seethes with indignation and cries out for justice. Rightly so, methinks. There is no justification for humans carrying out acts of cruelty to animals who ought to have received attention, love, and care from the very hands that meted out the violence. Businesses known to have condoned or participated in such acts have been blacklisted and many have experienced dents to their profits as a result. No doubt about it - any business seen to be involved in cruelty to animals suffers losses. Or so we think.
Most of us know intuitively that if a person or a business is involved in acts of cruelty to animals, then that person or business would probably not rank very highly on our "To-transact-with" list. We know that such entities are very likely to treat us in very much the same way, at some time or other, regardless of how well they dress their shop fronts. Instinct causes us to avoid them for our own protection.
Our collective memory, however, is rather short-lived. Our consciences become dulled very easily, and we soon forget our revulsion at stories of cruelty to animals. Case in point - How many of us still patronize KFC restaurants? Not too long ago, there were reports of cruelty to the chickens we consume so gleefully, and I know of many who vowed never to patronize KFC restaurants again. Is that still the case? How many of us have abandoned pets because they were no longer as cute, giving the excuse that we could no longer afford them, or that we were moving to a new location and could not bring them with us? We pass on email chains about children wasting away from leukaemia to our contact lists, and ignore the horrific injustices against other children going on every day in the Sudan.
Businesses know this. They know that the very people who protest deforestation in the tropics in order to produce more palm oil are also the same people who devour margarine and use soaps and a host of other products that contain palm oil. They know that not everyone who protests about brutality to chickens or cattle is an avowed lifelong vegetarian. So, they publicly make adjustments to their processes and engage in PR campaigns to soothe ruffled feathers. Yes, they are very familiar with human nature, and they use that knowledge to full advantage. And the sound of "Ka-Ching!" rings out loud and true.
So, is cruelty to animals bad for business? Of course, but perhaps not quite in the way you think. My assertion is that it is bad for business because consciences become seared, cruelty is perpetuated, and society goes into a downward tailspin because of it. The fact of the matter is that people are choosing more and more to be "comfortable", and people will preserve their "comfort" at any cost. If part of that cost is cruelty, then cruel they will be. Oh, they will not be the cruel "guillotine". They will only be the hand that releases the blade! The sum of all addictions is self-interested comfort. It has been so for generations.
How do we break this cycle? Decision. We need to decide, against our weak and decadent inclinations, to stand up and be counted as people who serve our generation by showing them light. We need to be sure that our businesses are enterprises that serve the greater good, and not simply exist for profits. When more of us step up to the plate, become strong in the face of adversity, and rejoice in the strength that comes from truly helping others, we will experience the joy of seeing people reaching for nobler goals than what they had. We thne share in the true profitability which comes to those who walk that road. Go well!
