One of the most interesting turns in the organization of economic activity, at least within liberal democratic and post-colonial environments, has been the development of a rhetoric for, an ideology of, and a set of working models that can be drawn upon by economic enterprises that seek not merely to comply with law and the expectations of the market, but also to actively participate in the management of social change. This turn is especially significant, since it appears to bend markets further into socio-political spaces in ways that mimic the sensibilities of Marxist-Leninist systems in which there has always been a strong intuition that markets and economic activity are tools that must be deployed to advance political and ideological objectives. The great difference, of course, is that in Marxist-Leninist systems that toolkit is at the disposal of the vanguard party and operationalized through its administrative apparatus, which includes but is not centered on markets--that is on the mechanisms through which individualized private choices are usually realized in everyday life.
The outward manifestation of this turn may be best understood by the imperative of political agendas driven by particular end goals--the masses must be educated!
In the liberal democratic and post-colonial camps, this task has traditionally been the domain of the state (at least in modern times) through its control of the education system (as contentious as its content and objectives may be from time to time) especially targeting the young who must be socialized as completely as possible for insertion into political and labor markets. But it has also been the domain of private actors--civil society, social, affinity group, and religious collectives--who target the (more or less adult) masses not for socialization, but for the normalization of particular ways of looking at the world, of preferred systems of right and wrong, and of specific objectives the plausibility f which within dominant ideological systems might somehow be constructed.
The object of all of this mass education especially by private actors is usually to manage the way in which the masses approach interaction with and accountability from the state for specific outcomes (e.g., gender equality, social welfare programs, consumer protection, etc.) and also for setting the normative baseline (e.g., social justice, limits on exercises of state power, development and protection of rights, etc.) But in diffuse power systems (like those in liberal democratic and post-colonial political spaces), the masses are educated to be deployed against other critical social, economic, and religious actors. In the economic sphere, mass education is the means by which mass action can be rationalized (expectations and desires cultivated along principled grounds) and action undertaken against targeted actors to conform behavior to mass expectation (the boycott, pressure on the state to "do something" and the like).
What the generations-long movement from corporate social responsibility to responsible business conduct and norm-compliance based accountability founded on a corporate responsibility to respect human rights and other international norms has appeared to produce is not merely a strong taste for compliance, but also a desire for entities, once the object against which educated masses were deployed, to become a source of mass education in their own right. In effect, a long process of core normative changes in the way in which society imagines the role and function of economic activity--from inward facing and profit generating and risk bearing; to outward facing and impacts generating and risk controlling-- has transformed the expectations built into permitted collective economic activity
from one that is passive with respect to the construction and implementation of political and social ideologies and objectives, to one in which the enterprise is now expected to embed those ideologies and expectations into its production and market behaviors. That change, in turn, changes the way understands the source and management of mass education in liberal democratic and post-colonial spaces--or at least puts it in a different light.
Elite consensus now appears to have been moving from "the masses must be educated" to the new imperative--the masses must be educated by the enterprise!
That, perhaps, is the single greatest consequence of the movement that, officially at least, culminated in the endorsement of the UN Guiding Principles for Business and Human Rights, around which these new imaginaries of the enterprise as a n agent of vanguard socio-political change can now be advanced. In the United States, and especially since the social upheaval that occurred in in the wake of the murder of George Floyd, U.S. enterprises have becme more active agents of the social justice movement that became more centered in elite discourse after that time (
Companies Taking A Public Stand In The Wake Of George Floyd’s Death ("Numerous companies have made public statements against racism and injustice and announced donations and other displays of support since the death of George Floyd unleashed protests across the United States starting on May 26th.") also
here and
here). But this merely marked a substantial point of public recognition for a tendency that had already begun to shape enterprise culture with respect to race, ethnicity, and identity issues--the core of what appeared to make up the public face of social justice discourse in the US . This had been identified by some since 2015 as "woke capitalism" and so identified constructed as a point against which other forms of woke capitalism could be developed in opposition (
Woke Corporate Capitalism: What is the antidote to this “corporate wokeness” infiltrating our largest American companies?). However one described it or its history--and however one posited a values core to be protected--the die had been cast: enterprises would now be expected to educate the masses.
It is at this point that contemporary economic enterprises have begun to realize one of the consequences of any responsibility to educate the masses through their production, in their operations, and through their markets: there is, in market economies, a market in education for the masses. And while it is clear that the masses must be educated, in liberal democratic and post colonial spaces (unlike Marxist-Leninist spaces) the markets for educators remains quite robust. Enterprises, indeed, have entered a quite crowded market--already well populated by traditional educators--civil society, religious, identity group, political, and other organizations--whose business model is indeed founded on the ability to successfully project an education onto the masses and then deploy that educated mass as an instrument for attaining more concrete socio-political results. More significantly, the range of education broad enough--indeed as broad as the tolerated political spectrum--to ensure sometimes substantial conflict in the principles, morals, and objectives of the education proffered to and made available for consumption by the masses. While that has been a well understood element of the business model of the so-called non-profit sector, it is somewhat alien to what had been the profit sector.
The consequences are not yet apparent (but short term reaction see
here), but the effects have been well reported. Two insights perhaps are worth noting. The first is the way in which corporate mass education can produce enormously vibrant counter-education that targets the mass educating enterprise. That was in effect the effort by Anheuser-Busch to consider rolling out a mass education campaign (in the form of solidarity building) around its Bud Light Brand. What started as a mild affirmation campaign targeting the politics of social justice and inclusion was rapidly transformed into a battle among competing visions for cultural production in social relations in which the Bud Light brand became an incarnation of a socio-political contest over the meaning and application of human rights through markets. The episode will likely be carefully studied by all key stakeholders. The other involved the development of Trans friendly clothing marketed by Target. That also produced a counter mass movement--in both cases transforming the market (for products) into a marketplace in which products became the semiotic embodiment of contested approaches to mass education and cultural, socio-political expectations to be manifested by patterns of consumption. This also will be carefully studied.That, perhaps, is the most profound lesson of this transformation--the reality that production, and especially the objects and services produced, now acquire a double character: they are at once a physical manifestation of a thing in itself (a can of beer) and also are a manifestation of socio-political allegiance (one is drinking ideas as well as beer).
But the bottom line: the political education of the masses through markets and by economic actors does, indeed, may contribute to substantially changing the meaning and function of economic activity. On the one hand, it puts markets and people at the center. One consumes not just products and services but their meaning and signification. It continues the transformation of consumption from a voluptuary exercise to a manifestation of ideology and politics--and thus aids in the transformation of economic actors from producers to goods and services to active agents of politics and ideological embedding. Perhaps the change makes obvious what had been the dual realities of markets all along. On the other hand, the centering on the ideological role of production
and its connection to organs of political authority may substantially
reshape the way way production is understood and its costs and value
calculated. One cannot speak as much about profit (or value added) as an inward calculus--it may now have to be re-calibrated to include the socio-political profit of such production and (appropriate) consumption. Nonetheless the now more formally circumscribed role of economic actors in the education of the masses (as part of the value added of production), and in the political interactions between producers and consumers of goods and services, will continue to reshape the landscape of production in ways that can hardly be anticipated.
Additional thoughts follow.