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Some brands are doing it voluntarily - see Whole Foods (owned by Amazon) and Aldi. As far as I know, they both pay above most states minimum wages and more than their competitors. I think Whole Foods is like $14 an hour.
For those that don't you'd have to ask them. My guess is the short term cost isn't acceptable to the execs and shareholders. American companies seem to pretty much only ever look to the next quarter and never beyond. Which is why Detroit has gotten spanked by Japan. Like GM only thinks "what can we do to boost next quarters sales" where as Toyota literally is planning for 20 years from now.
All that suggests to me is that pay->profit relationship is more nuanced. If it were as simple as paying them more leads to more productivity, everyone would do it.