December 17, 2019.  The on-line news publication Quartz called for using “identity harm” to hold companies accountable for breaking the virtuous or ethical promises they make to their consumers (e.g. green, sustainable, fair trade, cage-free, etc.). Identity harm, a term coined by Prof. Dadush, is the anguish experienced by a consumer who learns that her efforts to consume in line with her personal values have been undermined by a company’s exaggerated or false promises about its wares.