Kellie A. McElhaney, a professor of corporate sustainability at the Haas School of Business at UC Berkeley, said Jenkins’ ideas make good business sense. At a time when trust in institutions is low — and when people have seen corporate leaders hauled off in handcuffs — the public is looking for leaders and brands it can believe in.
‘‘Trust and corporate responsibility and contributing to society is the best way to differentiate yourself,’’ she said.
McElhaney said success will depend on whether his leadership and employee actions back up his words. She’s looking for metrics — and a strategy.
‘‘A company’s responsible products and services are the only way to judge if a company is serious about its values and commitments,’’ she said, ‘‘not just CEO’s words.’’