It's a new day for Amazon branding.
Among the woes of TWM have been stagnant wages. Also, health insurance is often beyond the reach of households. And, how can they afford to send their children to college.
In a sense, Amazon has put together a brilliant and radical solution to the company's negative image of how it manages its full time workforce of 250,000 and seasonals of 100,000.
Essentially, it switches from defending itself to going on the offense.
As The Wall Street Journal reports, Amazon is raising its minimum wage to $15 for all full time and seasonal employees. That will kick in November 1, 2018. In addition, Amazon has announced that it will be lobbying the feds to raise the overall minimum wage from the current $7.25.
Many will remember that back on August 15, 2015, The New York Times published a blistering "expose" of the supposedly grim conditions entailed in being employed at Amazon. Here is that article that establishes Amazon as a symbol of a brutal 21st century workplace.
Typical now are articles about rushed workers having no time to go to use the restroom. Instead they make do by relieving themselves in makeshift ways.
We can expect to see ongoing coverage in the media of other Amazon initiatives to lift TWM out of the digital version of the world of work depicted in the novels of Charles Dickens.
But Amazon also opens itself, after so much earlier bad publicity, to be cartoonishly depicted as the born-again Ebenezer Scrooge from Dickens' "A Christmas Carol." The world might just smirk and not buy any of it.
Instead the media and worker advocacy groups will dig deeper for dirt about the conditions of labor at Amazon.
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