Socializing the Supply Chain

Hershey’s is moving to independently sourced rainforest-friendly cocoa – at least for its its Bliss line of chocolate – but it took two years of Facebook campaigning, 50,000 signatures on a Change.org petition, 100,000 letters from concerned customers, and finally threat of a Super Bowl ad to finally pressure the chocolate giant to change its practices.

McDonald’s is phasing out gestation crates and pink slime after similar consumer activism campaigns was too loud and too persistent to ignore.

Social media cynics doubt the value of hitting the “Like” button on Facebook, but these are clear signs that the collective value of the consumer voice has hit an unprecedented pitch, albeit in the form of clicks and tweets.

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