Doing good: with a little effort and dedication, these small businesses are making a huge difference in the world

Entrepreneur, June, 2002 by Nichole L. Torres

RELATED ARTICLE: SILENCING THE CRITICS

Socially responsible companies often face criticism from jaded consumers. It's always a good idea to prepare for such criticism and be ready to refute it. You can avoid PR nightmares by anticipating every possible question and finding out the answers for yourself. For instance:

1. Who are your suppliers? Do they run their businesses in an ethical way?

2. What do you stand for?

3. What lines would you never cross?

Always keep in mind you won't be able to please everyone--a vegan may dislike that you use dairy products in your organic foods, but the fact that your company gets milk from free-range cows with no growth hormones is in line with your core mission. Stand by your convictions and be prepared to defend them honestly when asked.