Ida Yttergren: Amounting kennels opens up a moral dilemma

Soon it will be easier for dog owners to trade their four-legged family member. After the end of the year provided the selected Ica stores with lockable, self-cleaning hundparkeringar. Hut dwellings are equipped with a ventilation system for the hot summer days and underfloor heating for vinterrusket. The cost will be $ 10 for 30 minutes.

the Intention is good. The dog does not need to be laced in the closest light pole and the humans can now trade in peace and quiet. Win-Win for grocery stores and dog owners.

to think that there is a moral dilemma if there is a beggar outside the store next to the doghouse, with no protection against either the cold or blizzard. When Fidos fur is not enough to the storage area to warm frozen paws while less affluent people had settled down on the tarmac to ask for help. The situation would probably make even the most devoted dog lovers uncomfortable.

There are other recent examples of marketing departments that have not thought the whole yard around. H&M ended up in a kritikstorm after an ad where a black boy wearing a hoody with the text ”the Coolest monkey in the jungle”. The message was considered to be racist and led to stores in south Africa vandalized and that the well-known artists such as The Weeknd interrupted their collaboration with the clothing chain. H&M apologised, withdrew the sale of the shirt, and appointed a mångfaldsansvarig.

the popular campaign was made by Lidl, who took the opportunity to sell out engångsgrillarna as the ”weekly offer” during this summer's forest fires. Common is that companies are not thinking enough about how the messages will be perceived by the recipient.

When Kairos Future in its annual prospective analysis predicts what ends up in focus during the 2019 lift the company out that we live in a time of seriousness and hard struggles. A särskrivning in a news text is unforgivable. With that in mind, it is easy to see how a truly serious mistake spread in no time in the social media. It is fast to be calculated. The judgment is tough for large corporations that do not intend to.

more than I would feel revulsion about a scenario where schäferhunden rests safe in the doghouse for 20 crowns an hour, while the frozen beggar next to the at its height a pity glance. Perhaps it's time to consider a lap to the Ica?

*the Ica has commented on the possible moral dilemma: ”We do not think that it is comparable,” writes pressavdelningen in an email.

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