When should a brand name stand up for a cause? Jason Wang has confronted that question. And he did it very publicly after attackers beat two of his workers from Xi’an Famous Foods.
This episode of “On Principle” from the Washington University Olin Business School, explores one business leader’s decision to turn away business in order to live his values. Vrity’s CEO and Co-founder Jesse Wolfersberger joins the conversation to discuss how data can help leaders make these difficult decisions.
“You have to be willing to turn off 5% of your audience,” Wolfersberger says, “But if that supercharges 25% or 30% who will pay more, come back more often, tell a friend — all the ways that people are loyal — it’s going to be worth it from a business perspective.”