Research: Public opinion is not enough to hold companies accountable

While the court of public opinion can be an effective tool to push companies to avoid involvement with human rights abuses, new research suggests that in certain situations, this mechanism can be insufficient for effectively aligning incentives. In particular, the authors found that the American public is less likely to judge companies negatively when they are involved in certain types of abuses, or when they are more distantly connected to perpetrators, meaning that in certain situations, it may fail to drive companies to adhere to international guidelines. As such, while companies should certainly pay attention to the public, the authors argue that they must not rely on public opinion alone to guide their decision-making. After all, standing up for human rights can sometimes come with a reputational advantage or financial rewards - but it doesn't always. It's leaders' responsibility to do the right thing either way.