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I tend to buy certain items only in Europe to support local businesses in my home town, for example. Down to grocery shopping, I will only go to stores that have a robust communication program on where they source and how they treat employees (you can also see it when you deal with staff there).

We tend to talk freely about where we shop and what we buy online, I think :) And there are no shortages of opinions.

I'm amazed at the opportunities businesses miss to connect with real people - not "leads".

Valeria,
Again, a great post and much enjoyed. I do think that Anita Roddick was a great business example of doing the right thing. I think there's an important burden though on us in social media, and more importantly on us as consumers to make sure that businesses do what they can to support the causes (environment, community, ethics, etc) that we hold dear.

Business is by its nature driven by economics. If we as consumers reward those businesses that do well for the causes we support, they will continue and more will follow. We must, however, as consumers reward them by being customers. That may not mean the biggest brand, the lowest price, or the option all our friends are talking about.

As bloggers, we are educators to many, and it's up to us to educate consumers on the good and the bad of what companies do for the various causes. If we leave this to the companies, we can't complain about "greenwashing" or other such things as the companies will naturally present their efforts in the best light possible.

The social web presents us with a great opportunity for change, and thanks for pointing it out so clearly Valeria.

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