Many large companies are owned by non-profit foundations. There’s also evidence that they do outperform, but I suspect that is because they have better governance and a longer-term perspective, rather than because consumers choose them for their credentials.
There also has not been a particularly concerted effort to massively market this ownership. For instance, I have never heard of negative advertising against competitors, which I imagine could be really powerful. “Buy from our competitors and you make some rich person a bit richer; buy from us and you help save lives.”
Foundation or charitable ownership has always been incident. CPI is working to make profit destination a salient feature in consumer choice- perhaps other factors will warrant the choice of a normal company, but the possibility of doing good is at least in the mix.
Also, the fact of outperformance by existing Guiding Companies at least suggests that it might serve as an advantage, even if this fact is not emphasized.
FYI Negative advertising against competition can be powerful but you have to tread lightly (at least in the EU) for legal issues. I have talked to laywers about this and you can be sued if you say the wrong things and even factual negative advertising (e.g. we’re X% cheaper than our competitor Y) has strict rules for what you can and cannot say.
Many large companies are owned by non-profit foundations. There’s also evidence that they do outperform, but I suspect that is because they have better governance and a longer-term perspective, rather than because consumers choose them for their credentials.
See https://blogs.lse.ac.uk/netuf/2018/09/06/the-performance-of-foundation-owned-firms/
There also has not been a particularly concerted effort to massively market this ownership. For instance, I have never heard of negative advertising against competitors, which I imagine could be really powerful. “Buy from our competitors and you make some rich person a bit richer; buy from us and you help save lives.”
Foundation or charitable ownership has always been incident. CPI is working to make profit destination a salient feature in consumer choice- perhaps other factors will warrant the choice of a normal company, but the possibility of doing good is at least in the mix.
Also, the fact of outperformance by existing Guiding Companies at least suggests that it might serve as an advantage, even if this fact is not emphasized.
FYI Negative advertising against competition can be powerful but you have to tread lightly (at least in the EU) for legal issues. I have talked to laywers about this and you can be sued if you say the wrong things and even factual negative advertising (e.g. we’re X% cheaper than our competitor Y) has strict rules for what you can and cannot say.