Professor Sue Halliday and Jack Harding conclude their two-part series
Rather than return to business as usual, how might a more Christian ‘new normal’ look as a post-Covid reset of the business world?
In this second article we look at the final pair of competing ‘I’ words for our character (image or integrity), and conclusion (the importance of intentionality).
Integrity vs Image
Tesco were quick to re-organise their stores into one-way systems and had a protocol to implement in the face of the pandemic due to a dummy run in 2018 for a catastrophic closure of their headquarters. They cared for their staff and customers by planning in advance of any disaster. Large companies such as Marks & Spencer, and small start-ups like Plümo, have donated percentages of sales to NHS charities.
Integrity is the organising virtue that determines to do the right thing, and accepts reality as it is. Isaiah preaches against the lack of integrity into which the people of God had fallen in his day: ‘learn to do good; seek justice, correct oppression’ (Isa.1:17). Amos cries out similarly, because ‘They sell the righteous for silver, and the needy for a pair of sandals’ (Amos 2:6-7). God has further concerns for integrity: ‘You shall have just balances, just weights’ (Lev. 19:36), and ‘Unequal weights are an abomination to the Lord, and false scales are not good’ (Prov. 20:23).
Not looking for one-liners
One Christian in political power, Australia’s Prime Minister Scott Morrison, spoke very straightforwardly about the nature of the virus. It presented a genuine reverse to the kind of life Australians were accustomed to: individual, independent, and imagistic, much like the US and UK. The need for real change for the sake of solidarity with all fellow Australians was paramount in the real ‘new normal’ world. He was calm and clear about this in his televised talks. He has not sought one-liners that over-promised and under-delivered.
James is the New Testament writer who most clearly parallels the outrage of the Old Testament prophets when he writes: ‘Come now, you rich … You have lived on the earth in luxury and in self-indulgence’ (James 5:1,5). Making promises that might prove hollow were known in Jesus’ world, for his brother James counsels against using oaths to support this very practice when he writes: ‘But above all, brothers and sisters, do not swear, either by heaven or by earth or by any other oath, but let your “yes” be yes and your “no” be no …’ (James 5:12).
The UK Government gave hopes for summer holidays abroad, for a normal Christmas, and for a speedy return to normal: reality impinged showing them up as hollow words. A focus on external image has let us down in this pandemic. Ezekiel denounces as whitewashing (Ezek.13:15) declaring ‘peace when there was no peace’ (Ezek.13:16). Similarly, Jesus deplores the Pharisees’ emphasis on external image calling them ‘whitewashed tombs’ (Matt. 23:17).
Reality’s third lesson is that a principled, characterful approach to life and leadership ensures that those led are aware of what is really happening, the good and the bad, and are able to imagine and act accordingly.
In conclusion, intentionality
Resilience is the ‘new normal’ watchword. It replaces efficiency, which is merely internal – it faces reality. Colin Mayer’s British Academy project on purposeful business is sowing the seeds of business that could support the common good, intentionally. He defines purpose as that which can ‘release the potential of business to profitably solve the problems of people and planet, and to prevent business from profiting from harm’.
Legislation provides business with what is in effect a social licence. It is now possible to build back business better with an intentional role in building up our society post Covid-19. God approves and practises such intentions. As James tell us: ‘… we consider those blessed who remained steadfast. You have heard of the steadfastness of Job, and you have seen the purpose of the Lord, how the Lord is compassionate and merciful’ (James 5:11).
Christians in business
Christians in business can help us all move away from a false, damaging, individual, independent, and imagistic existence, and model a better ‘new normal’ for business. This means intentionally building interconnectedness, interdependence and integrity, that seek to honour and steward the resources God has provided. Intentionality needs to become the cornerstone of our business culture as we look to survive and thrive post-pandemic.
