Bahlsen, the German cookie manufacturer, has recently come to terms with its dark history. After a five-year investigation by two independent historians, the company has acknowledged its active support of the Nazi regime and its exploitation of forced laborers, particularly from Eastern Europe, during World War II. This revelation has led to a profound response from the Bahlsen family, expressing deep regret and assuming responsibility for their company’s past. “People suffered, especially the more than 800 forced laborers between 1940 and 1945. This is inexcusable,” the family stated.
The impetus for this historical examination was a controversial remark made by Verena Bahlsen in 2019. She claimed that Bahlsen had treated forced laborers well and compensated them similarly to German workers. The comment sparked outrage, leading to her subsequent apology and the initiation of this comprehensive study.
The importance of facing the past
In their statement, the Bahlsen family described the truth about these events as “uncomfortable and painful.” Stina Barrenscheen-Loster, a corporate historian, praised the family’s response as exemplary. She emphasized the importance of companies critically examining their history, warning that avoiding this responsibility could lead to greater damage. “If a company doesn’t confront its past, the potential harm is much larger,” Barrenscheen-Loster cautioned. She advised that such investigations should always be conducted by independent experts, free from company interference.
While the findings of such inquiries may be unsettling, there are two significant reasons why companies can benefit from them:
1. Leveraging history in marketing
Many companies proudly showcase their history, celebrating anniversaries and displaying historical products. Volkswagen, for example, often features the VW Beetle in its image campaigns, capitalizing on its historical significance. This approach, known as “history marketing,” can only succeed if the company has thoroughly examined its past. Without transparency, the risk of appearing disingenuous or even being accused of distorting history is too great.
While the risk of national scrutiny is lower for small family businesses, Barrenscheen-Loster advises against using company history in marketing without reflection. She suggests that companies should critically evaluate their origins, particularly if founded during contentious periods, such as 1938, when Jewish property expropriations were common. Although larger corporations have more resources and often better-preserved records, smaller firms can also benefit from historical investigations. The Society for Corporate History, for example, offers consulting services on archives and historical exhibitions and can even investigate a company’s history on its behalf.
2. Learning from the past
Beyond image considerations, a critical look at a company’s history can provide valuable lessons. “Companies could often learn more effectively from their past,” said Barrenscheen-Loster, even from the darker chapters. These lessons can drive companies to promote diversity and tolerance more credibly within their workforce.
The Bahlsen family has embraced this approach, vowing to enhance the culture of remembrance within the company and the surrounding region. “We strongly advocate for a democratic and tolerant society and firmly oppose hate, xenophobia, and anti-democratic tendencies,” the family declared.
In doing so, Bahlsen not only confronts its troubling history but also commits to fostering a more inclusive future.
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