When it comes to promoting social causes, corporations have to find a way to appear genuine over posturing. Photo via Getty Images

It is becoming more and more common for companies to promote social causes such as human rights, LGBTQ+ rights, racial justice, and environmental sustainability. But organizations face a tricky dilemma when expressing commitments to helping address social issues: Stakeholders may interpret their words and deeds as shallow rhetoric or insincere posturing.

Terms like “greenwashing” (regarding environmentalism) or “pinkwashing” (regarding LGBTQ+ rights) are on the rise, and they signal heightened suspicions around companies doing something with ostensible objectives of bringing in positive social change.

It's critical for researchers and business leaders to investigate this duality of audience perception: actual virtue versus virtue-signaling. In an age of social media and polarization, consumers are increasingly likely to wonder: Does this company have ulterior motives? Are they trying to cover for their own wrongdoing? Are they actually walking the walk, or are they merely talking the talk?

When can companies avoid such suspicion of being pro-social imposters?

Minjae Kim of Rice Business and Ezra W. Zuckerman Sivan of MIT Sloan School of Management have taken a close look at the conditions under which upholding social norms will make firms appear to be “model citizens” and when it will make them seem like imposters.

Their theory is two-fold: First, those who follow through and do social good in response to an explicit “social mandate” are viewed as “model citizens.” Second, those who go out of their way to do social good without any prompts or social mandates are less likely to be trusted and will be widely viewed as imposters.

Think about the following situation. A “social mandate” is given to a politician when they are asked in an interview what they think about a particular cause. In that context, if they express support, audiences are less likely to suspect the politician of having ulterior motives or pandering to constituents. After all, if the politician does not express support in that situation, that is tantamount to expressing disapproval. Here, the interview question (i.e., “social mandate”) provides a cover of plausible deniability to any suspicions of ulterior motives. Law enforcement (e.g., police, prosecutors) often have this social mandate built into their professions.

But if the politician takes initiative — unprompted — to support the same cause, they will more likely be viewed with suspicion. They may instead appear to seek out social rewards associated with supporting the cause (e.g., good reputation), without the cover of plausible deniability.

To test their theory, Kim and Zuckerman launched a series of experiments involving 509 online participants based in the United States. The experiments sought to determine how respondents perceive individuals who encourage others to abide by social norms. Participants were specifically asked to identify which of two individuals they think are “model citizens” committed to the norm, or “imposters” who are uncommitted but trying to hide their own deviance.

The researchers found that people who encourage others to abide by social norms when prompted (“social mandate”) are perceived as “model citizens,” while those who do the same but without such prompts are more likely to appear as “imposters.” This duality provides a clear guideline for managers engaging in corporate social responsibility: When suspicions are rampant, launching pro-social campaigns without a plausible mandate may heighten suspicion regarding motives.

The larger question is how to build firms and societies where people can safely support norms (that we all support) without being suspected as imposters. After all, we want our own norms and moral principles to govern our lives. But in some situations, we may mistakenly vilify those who are trying to do good, based on the absence of some contextual “social mandate.”

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This article originally ran on Rice Business Wisdom and was based on research from Minjae Kim, assistant professor of organizational behavior at Rice University Jones Graduate School of Business, and Ezra Zuckerman Sivan, the Alvin J. Siteman (1948) Professor of Strategy and Entrepreneurship at MIT Sloan School of Management.

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Houston university to launch artificial intelligence major, one of first in nation

BS in AI

Rice University announced this month that it plans to introduce a Bachelor of Science in AI in the fall 2025 semester.

The new degree program will be part of the university's department of computer science in the George R. Brown School of Engineering and Computing and is one of only a few like it in the country. It aims to focus on "responsible and interdisciplinary approaches to AI," according to a news release from the university.

“We are in a moment of rapid transformation driven by AI, and Rice is committed to preparing students not just to participate in that future but to shape it responsibly,” Amy Dittmar, the Howard R. Hughes Provost and executive vice president for academic affairs, said in the release. “This new major builds on our strengths in computing and education and is a vital part of our broader vision to lead in ethical AI and deliver real-world solutions across health, sustainability and resilient communities.”

John Greiner, an assistant teaching professor of computer science in Rice's online Master of Computer Science program, will serve as the new program's director. Vicente Ordóñez-Román, an associate professor of computer science, was also instrumental in developing and approving the new major.

Until now, Rice students could study AI through elective courses and an advanced degree. The new bachelor's degree program opens up deeper learning opportunities to undergrads by blending traditional engineering and math requirements with other courses on ethics and philosophy as they relate to AI.

“With the major, we’re really setting out a curriculum that makes sense as a whole,” Greiner said in the release. “We are not simply taking a collection of courses that have been created already and putting a new wrapper around them. We’re actually creating a brand new curriculum. Most of the required courses are brand new courses designed for this major.”

Students in the program will also benefit from resources through Rice’s growing AI ecosystem, like the Ken Kennedy Institute, which focuses on AI solutions and ethical AI. The university also opened its new AI-focused "innovation factory," Rice Nexus, earlier this year.

“We have been building expertise in artificial intelligence,” Ordóñez-Román added in the release. “There are people working here on natural language processing, information retrieval systems for machine learning, more theoretical machine learning, quantum machine learning. We have a lot of expertise in these areas, and I think we’re trying to leverage that strength we’re building.”

Houston biomanufacturing accelerator adds pilot plant to support scale-ups

new digs

Houston accelerator BioWell announced this month that it has taken over operations of Texas BioTechnology’s pilot plant in Richmond, Texas.

The 33,000-square-foot facility is one of the largest of its kind in the U.S. and features molecular biology labs, advanced automation, fermentation equipment and 16 dedicated benches for early-stage industrial biomanufacturing companies, according to a release from the company. It will allow BioWell to offer on-site education, workforce development, and lab training for students and workers.

BioWell and its founding company, First Bight Ventures, report that the facility should help address the industry's "scale-up bottleneck due to limited pilot- and demonstration-scale infrastructure" in the U.S.

"As a Houston-based accelerator dedicated exclusively to early-stage biomanufacturing startups, partnering with this facility was a natural and highly strategic decision for us. The site is fully operational and offers a strong platform to support biomanufacturing companies, industry leaders, and research institutions, providing critical expertise and infrastructure across a broad range of biotechnology production processes,” Veronica Breckenridge, founder of First Bight Ventures and BioWell, said in a news release.

First Bight Ventures shares that the partnership with the facility will also allow it to better support its portfolio companies and make them more attractive to future investors.

BioWell will host an open house and tours of the fermentation and lab spaces and an overview of current bioindustrial projects Wednesday, May 28, at 10:30 a.m. and 2 p.m. RSVPs are required.

BioWell was originally funded by a $700,000 U.S. Economic Development Administration’s Build to Scale grant and launched as a virtual accelerator for bioindustrial startups. Listen to an interview with Carlos Estrada, head of venture acceleration at BioWell, here.

Ultra-fast EV charging bays coming to Waffle House locations in Texas and beyond

power breakfast

Scattered, smothered and ... charged?

Starting next year, EV drivers can connect to ultra-fast charging stations at select Waffle House locations throughout Texas, courtesy of bp pulse.

The EV arm of British energy giant bp announced a strategic partnership with the all-day breakfast chain this week. The company aims to deploy a network of 400kW DC fast chargers and a mix of CCS and NACS connectors at Waffle House locations in Texas, Georgia, Florida, and other restaurants in the South.

Each Waffle House site will feature six ultra-fast EV charging bays, allowing drivers to "(enjoy) Waffle House’s 24/7 amenities," the announcement reads.

“Adding an iconic landmark like Waffle House to our growing portfolio of EV charging sites is such an exciting opportunity. As an integrated energy company, bp is committed to providing efficient solutions like ultra-fast charging to support our customers’ mobility needs," Sujay Sharma, CEO of bp pulse U.S., said in a news release. "We’re building a robust network of ultra-fast chargers across the country, and this is another example of third-party collaborations enabling access to charging co-located with convenient amenities for EV drivers.”

The news comes as bp pulse continues to grow its charging network in Texas.

The company debuted its new high-speed electric vehicle charging site, known as the Gigahub, at the bp America headquarters in Houston last year. In partnership with Hertz Electrifies Houston, it also previously announced plans to install a new EV fast-charging hub at Hobby Airport. In a recent partnership with Simon Malls, bp also shared plans to install EV charging Gigahubs at The Galleria and Katy Mills Mall.

bp has previously reported that it plans to invest $1 billion in EV charging infrastructure by 2030, with $500 million invested by the end of 2025.

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A version of this article originally appeared on EnergyCapitalHTX.com.