While being surveyed about telecommunications the other day, I was asked: “Thinking specifically about [some telco], how much do you like them, trust them and feel they reflect the values you stand for?”
I don’t care whether they “reflect the values I stand for”, because they won’t really change their values. They’ll just change their advertising. If my values include racial tolerance, for instance, they’ll just add a few more smiling ethnic kiddies to their next batch of TV ads.
So why not cut the crap and get on with providing reliable, value-for-money services instead of talking about “values” you have no intention of upholding?