If you’re one of the many retailers that believes being a good corporate citizen will help you sell more products, then we have a little secret to share with you. Despite what the numerous surveys will tell you about consumers rewarding companies for being good corporate citizens, the truth is not nearly as simple or as obvious as they suggest.

Fast Company’s Phillip Haid and Vurain Tabvuma challenge the notion of a company’s desire to do good versus the consumer’s own self-interests in this week’s featured post.

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This post was updated on July 2, 2020.