Perspective: CEOs email you heartfelt coronavirus messages, while still prioritizing the bottom line
Responses to the coronavirus reveal the complex roles corporations play not just as economic institutions, but also as social institutions. With their personal messages of support, their leaders proudly position themselves as front-line responders. Properly understanding such gestures requires tracing the development of corporate behavior back to the early 20th century.
Many business leaders soon recognized strategic reasons to change course. For one, it served to ward off the siren calls of statism and socialism that many workers at the time found compelling. Employers discovered they could effectively “buy off” organizing workers with perks and benefits. But these leaders also argued that this was simply good business.
But as 20th century progressed, the crucial tie between welfare capitalism and human relations fractured. The decline of labor unions, increasing automation, global competition and pressures to outsource led to the decline of welfare capitalism. Since the 1970s, But human relations proved more resilient. As a consumer-oriented culture supplanted the production-oriented economy, human relations mutated from its managerial form to techniques undertaken in sales and marketing departments. Later managerial gurus like Peter Drucker reinforced the idea that care for the customer — not the worker — determined corporate success.
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