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Fast Company has a story saying that people may be less focused on socially responsible behavior than one might think, that "such behaviors are continuing to decline across the country. What’s worse is that we see the greatest slide among younger Americans, the poster children for being purpose-driven and socially responsible."

This seems to be happening at a time when brands are positioning themselves as being more socially responsible.

Why? Well, it may be that it is very complicated to behave in socially responsible ways - it rarely is a simple matter, complicated by ethical conundrums and sometimes by misinformation and/or misconceptions.

"Moving forward," the story suggests, "we have to simplify our terminology and make it much easier for consumers to do the right thing. We have to be honest with ourselves and admit we don’t have all the answers, while pressing ahead to quickly find them. And we have to strive for clarity, so that consumers can take action with some degree of confidence. And last but not least, we must keep pressure on businesses and government to act with increasing urgency to address our biggest challenges."

You can read the entire story here.
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