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HILLARY RODHAM CLINTON
IT TAKES A VILLAGE
companies to fund an educational campaign designed to
THE consumer culture's assault on values adds to the
counter the message that smoking is "cool." (Predictably,
pressures families are under in today's fast-changing
the tobacco companies are spending millions of dollars
economy. Most of us remember a time when business
to fight the proposal through legal action in the courts
was an anchor in our communities. After World War II,
Item
and through an advertising campaign against "govern-
when America had about 40 percent of the world's
ment bureaucrats.")
wealth and only 6 percent of its population, our nation
But government is a partner to, not a substitute for,
enjoyed an economic boom in which businesses were ex-
adult leadership and good citizenship. Parents must be-
pected to produce goods and services of high quality, not
come more willing to stand up to consumer-pressures
only for the purpose of bringing in profits for stockhold-
from advertisers and from their own children. They can
ers but also to create the jobs and higher incomes that
resist the impulse to "prove" their love by showering chil-
would build the middle class. After all, if no one had jobs
dren with things they do not need and give them pre-
or incomes, who would buy the goods and services that
cious time and attention instead. They can make a moral
businesses were producing?
statement to their children and to manufacturers by re-
In recent years, however, long-established expecta-
fusing to buy products that promote gratuitous violence,
tions about doing business have given way under the
sexual degradation, or plain bad taste. In the summer of
pressures of the modern economy. Too many companies,
1995, clothing designer Calvin Klein withdrew an ad-
especially large ones, are driven more and more narrowly
vertising campaign targeted at teenagers that featured
by the need to ensure that investors get good quarterly
young models in sexually suggestive poses after con-
returns and to justify executives' high salaries. Too often,
sumers objected.
this means that they view most employees as costs, not
If parents do not take a stand, how can we expect chil-
investments, and that they expend less and less concern
dren to resist the consumer culture's message that style is
on job training, employee profit sharing, family-friendly
more important than substance? We can measure its po-
policies, shared decision making, or even fair pay raises
tential for destruction in the young lives already lost to
that share with workers-not to mention their families
murder over a ski jacket or a set of fancy new hubcaps.
and communities-gains from productivity and profits.
Parents need help from the village to counteract and to
Even workers' jobs may be sacrificed as executives seek
curtail the force of this message. The broadcasters and
short-term profits by "downsizing" or "outsourcing"
publishers who provide time and space to advertisers
(farming out to independent contractors work previ-
must exercise greater restraint-and better judgment.
ously done in-house) or moving production to countries
Business must work with government and families to
where wages are lower and environmental and other reg-
find ways of balancing the interests of industry with the
ulations less stringent. Instead of "We're all in this to-
interests of children.
gether," the message from the top is frequently "You're
on your own."
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