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Does it matter if companies “Do the right thing?” Dallas Mavericks fans recently won a battle on that front. But, widely speaking — taking the focus away from a generational Slovenian guard, face of a franchise and, also, sort of the city — how much of our purchasing decisions are based on the moral scruples of the company we’re bartering with?
Recently, MarketBeat, a financial media company, surveyed 3,012 Americans to plot a moral map of American businesses.
The results weren’t too surprising, although we’re a wee bit skeptical about the placement of one iconic Texas brand.
No. 27 H-E-B
Twenty-seventh? We’ll fight. However, for a company with stores strictly in Texas, this is a decent showing on a nationwide survey. We’ve written extensively about how H-E-B prioritizes showing up for Texans. Being there, no matter what, is a pillar of their business model. Hurricane response, ice storms, natural disasters: you name it, they’ll be there feeding people, donating money for recovery, and whatever else the community needs.
“Texans don’t just shop at H-E-B — they take pride in it. The grocery chain is privately owned and deeply woven into community life, from disaster-relief donations to scholarships and local sourcing. Its employee stock program and long record of storm-response logistics make it a model of practical compassion. In a state that values independence and generosity in equal measure, H-E-B embodies both.” — MarketBeat
No. 10 Buc-ee’s
We love it that the best roadside stop ever is getting its flowers in a nationwide survey. MarketBeat founder Matt Paulson says that ethical perception has become a new currency of brand loyalty. “People want to believe the companies they support share their values – and they’re rewarding those that prove it,” says Paulson.
“What began as a roadside gas station has grown into a statewide symbol of friendliness and efficiency. Buc-ee’s keeps its wages high, bathrooms spotless, and culture unapologetically Texan. Behind the humor and beaver mascot lies a serious commitment to hospitality and worker respect — proof that ethics can travel at 80 miles per hour.” — MarketBeat
Morals though? We think we collectively appreciate spotless bathrooms and the smell of those warm, candied nuts wafting over the chaos. And in terms of paying a livable wage — that’s not moral, that’s decent. But, that’s cool! Go Buc-ee’s!
In our hearts, we’re flipping Buc-ee’s and H-E-B, but we love them both.
