Robert Edward Freeman

1 Here’s a way to think about poverty. People who live in poverty do so because they have few opportunities to pull themselves up by their bootstraps. In fact the gap between rich and poor has increased in recent times due to the more wholesale adoption of capitalist practices around the world. The institutions of business and government conspire to give the poor a Hobson’s choice of minimal wage McJobs or unemployment. Neglect of both urban ghettoes and the rural poor has been systematic, if not conscious. The very idea of capitalism reinforces the notion that some are meant to be poor and some are meant to be rich. Such a system must be overridden at times by government to help the poor cope with their lot. The only solution is a massive redistribution of income and a system of capitalism that is severely restrained. All of this is at best highly unlikely. Even if there were such a redistribution policy we could not count on government to execute it fairly.

Nowadays businesses are often expected to create not just financial, but multiple kinds of value—and they report on this using numbers and narratives. Multiple-value accounting narratives, such as those required by the Integrated Reporting framework, are often met with suspicion: accounting scholars have argued that inconsistencies between narratives and performances show that narratives are used for impression management rather than to accurately report the (ir)responsible behavior of companies. This paper proposes to assess narratives beyond inconsistencies with reported performances. Starting from the idea that performances are delivered in response to the kinds of value in the situation of the company, we argue that narratives and performances should be analyzed together as interrelated elements and considered in relation to the kinds of value in the situation. The paper transforms the common consequentialist view on which value should be “increased,” into the value pluralist view that something being of value can require many different performances such as for example respecting, maximizing, admiring, maintaining, using, and bringing it about. From this perspective, multiple-value accounting narratives logically precede the reporting of performances and should identify the kinds of value in the situation to which the company ought to respond, which performances are required by these kinds of value, and which indicators and targets should be used to report on these performances. A brief analysis of the annual report of Unilever illustrates how such metaethical criteria can help assess and develop multiple-value accounting narratives.