Ethical Communication with Daniel Bloch
At Coffee & Cigarette, Daniel Bloch, CEO and Chairman of the Board at Chocolats Camille Bloch, shares why one of Switzerland’s most traditional chocolate manufacturers may not have a formal code of ethics but is nonetheless tirelessly committed to doing what’s right.
Principles and Challenges of Ethical Communication in Daily Business. «We sell a product and make a promise», says the inventor of Ragusa Blond. And anyone making a promise should be aware of the foundation on which it stands: What are the values that underpin a promise? And how do you ensure these values aren’t just empty words but something authentic and tangible? Only those who actively live their values internally, making them a daily experience for employees and partners, can deliver a credible promise externally. A promise that is clear and understandable, and in the case of Camille Bloch, reflected in the packaging of its chocolate products and in its advertising. A promise that boosts sales and contributes to the company’s growth.
Ethics and trust are essential pillars of strategic corporate communication. However, ethics should never be over-communicated. It should not become a selling point, or it risks coming across as forced. What’s crucial is that internal communication remains truthful, respectful, and professional at all times. Ethical communication is not a specific, isolated activity but an integral part of everyday business. This type of communication signals that a company and its leadership have a clear direction and fully embrace responsibility for their words and actions. Through the principle of «leading by example», it fosters a lived culture of trust.
«Ethics can also be challenging.»
Unlike pragmatic law, ethics are guided by ideal standards, which are judged by each individual’s conscience. Camille Bloch leaves the ethical evaluation of its products to the consumers, even in its communication, focusing instead on honest information about production and practices. It’s not about idealizing its own work, but about external communication on equal footing.
«Ethics is definitely an attitude,
not a USP.»
Nonetheless, Camille Bloch makes its statement of principles and its due diligence report publicly available. These documents are provided to those interested, as openness and transparency are fundamental principles of responsible corporate governance, which Daniel Bloch, now in the third generation, upholds. «Thoughtful and long-term thinking simplifies life and promotes freedom», the renowned entrepreneur firmly believes. An inspiring thought to close today’s conversation, for which we thank Daniel Bloch and our guests.
Our guide offers valuable tips on mastering ethical communication, highlights the core principles, and outlines both opportunities and challenges.
