Social distancing and global lockdown may have changed consumer behavior for the better. Professors from the Kogod School of Business say businesses need to match the demands of conscious consumers
Conscious consumption & the responsibility of businesses to plug the gap
While there’s a limit to the average consumer’s conscious consumption, businesses have the resources to change that. Businesses need to make it easier for consumers to be altruistic, Ron states (pictured).
“Huge corporations that make tens of billions of dollars every quarter still operate like their competitor is nipping at their heels,” says Ron, who is a professor of marketing and public policy at Kogod and widely recognized for his years of research around socioeconomic disparity and ending poverty
“They may claim corporate responsibility by giving $10 million a year away to various charities, but that’s a drop in the bucket compared to what they could give,” he continues.“These companies need to rethink their responsibility to humankind. They have a responsibility that’s larger than just sending out products and collecting the revenue.”
One of the main problems Ron sees is the unfair distribution of resources. Developed countries are monopolizing resources for their own gain––buying them cheaply from poverty-stricken communities and benefitting from a big profit margin.
The issue of disparity goes beyond businesses, Ron says, but the solution could be provided by them. For example, the issue of overpriced healthcare in the US has directly led to a higher number of deaths within impoverished minority communities during the pandemic.
Corporate responsibility in healthcare could involve pharma companies providing cheaper services and support to their customers. This might lead to the company logging fewer profits, but it’s about doing what’s right.
Being able to market your business as humane, altruistic, and supportive, Ron argues, will go a long way toward securing these new, more altruistic consumers in the long-term.
“Businesses need to ask themselves: How do we demonstrate more moral maturity?”
I am completely enamored with this school. The entire student body is driven, inclusive, and highly intelligent. The decision to attend American University is not made haphazardly. Its close proximity to Washington DC, making it one of the most strategically located schools after Georgetown, means it's just a short train ride away. The campus is well-maintained, with mostly attractive buildings, although there are a few that are less appealing. Additionally, there are numerous excellent food options available. The wide range of clubs and organizations to join is remarkable. It is undeniably a school filled with immense passion.
Ann
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22/06/2023
On Campus
City life
I’m having a wonderful time at American University. I love that I can get to a big city and still feel like a traditional campus. Sincerely, it is a school that may require some adjusting to, but in the end, it is a very good school with numerous opportunities for its students. The atmosphere in AU is so great that it pushes you in a positive way and offers every opportunity you could want.
Collings
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28/05/2023
On Campus
Amazing helpful professors
American College is an incredible school with astounding teachers. Best professors I could have asked for at an amazing school. My opinion is that American University's professors are its greatest asset. They are extremely intelligent and always eager to assist their students. They go above and beyond in their classes to make sure that their students do their best.
Wisdom
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15/12/2022
On Campus
AU Review
The workload is quite high and AU is definitely not an "easy" school. Students take their studies very seriously and can almost always find a group in the library, DAV, Starbucks or MGC. Courses can be quite ambitious if the right courses are offered and the admissions process can be confusing at times, but with the help of an advisor it is quite easy to navigate. The library can be crowded, and while it's not huge, there are plenty of other places to study on campus. The professors really want to help during office hours and interact with students. I've had good experiences with the professors and workload at AU, but it's an expensive city.
Paul
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15/12/2022
On Campus
Majoring in Political and International Relations
The instructors are unique and the classes can be boring at times. Check-in is stressful (but it is everywhere). The workload is what I expected. The most popular majors are international relations and political science
Evidence
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15/12/2022
On Campus
I Love Being A Musical Theater Major
I love being a musical theater student, if you want to help behind the scenes, if you want to be an assistant director, if you want to be a director, if you want to write, you can do anything at this academy, very supportive, it's amazing, they are always there to help you. This is their working time. Even after the audition tells you what you did wrong, you can do better, or if you get picked, you know why they picked you, which is great
Timothy
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15/12/2022
On Campus
AU's Business Model
Overall, there were a lot of good opportunities at UA, both in terms of course range and faculty. However, I had a few complete misfires. People who shouldn't have taught at all. Like all universities, AU's business model is to hire hands-on assistants so they don't have to pay them extra or perform well. They are signed and if that does not work, they are not hired any more. The problem with this is that you end up with people who are unqualified and bring their own agendas, biases that may or may not be based on research. Most of the professors were absolutely fantastic.
James
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14/12/2022
On Campus
AU - The Real Problem With Academics
Some teachers are amazing, some awful - typical of any school. But the real problem with AU is that many students don't care about academics as much as other things (eg, partying). The academics are really interrupted by the Greek life and the social life of the students. This makes it difficult for students interested in academics to get the most out of their school experience. Some students do not take classes seriously and do not respect teachers and other students. Courses and opportunities at UA are perfect for people who want to take advantage
Student
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14/12/2022
On Campus
American University - The Best Place to Study
They know their stuff - I chose American University because the campus is beautiful and the biology program is relatively small. But after the first semester, I realized that all the professors, especially the people in the science department, are experts in their field. They are enthusiastic and helpful in lecturing; even the TAs who teach the labs are amazing and engaging.
Student
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1/06/2024
On Campus
Engaging Students and Incredible Professors
I would 100% recommend this school. I am a Marine Corps Veteran and proud AU alum. NI received my BA in Comparative Politics at AU in 2017. It was engaging and worth every minute. I was constantly engaged with the material the material and was fascinated by the culture the school presented. As an older student I was nervous to go to a highly competitive college but with the culture of both student and staff it was enjoyable through and through.
