The Covid-19 pandemic has had a devastating effect on businesses in Los Angeles, and many are struggling to stay afloat. As the city looks for ways to support these businesses, one thing that could be applied is the “broken windows” theory.
The theory, initially proposed by criminologists George L. Kelling and James Q. Wilson of UCLA in 1982, suggests that visible signs of disorder and neglect, such as broken windows and graffiti, can lead to an increase in more serious crime. The theory has been controversial, but it has also been credited with helping to reduce crime rates in cities worldwide.
The same theory can be applied to business. When customers see signs of neglect and disorder in a business, such as dirty windows or a poorly maintained storefront, it can lead them to assume that the business is not well managed or that the products or services offered are of low quality. This can lead to a decrease in business and, ultimately, to the failure of the enterprise.
To apply the broken windows theory to struggling businesses in Los Angeles, the city could launch a campaign to address visible signs of neglect and disorder. This could include offering grants or low-interest loans to businesses to improve their storefronts, training business owners and employees on how to keep their storefronts clean and attractive, and encouraging owners to work together to maintain a clean and inviting environment in their neighborhoods.
By focusing on visible signs of neglect and disorder in struggling businesses in Los Angeles, the city can help improve the perception of these businesses in customers’ eyes.
One example of a successful implementation of the broken windows theory is the turnaround of the New York City subway system in the 1980s. The system was known for its rampant crime and graffiti-covered trains, which made many riders feel unsafe. The city implemented a policy of cleaning up graffiti and repairing broken windows on subway cars, and as a result, crime rates on the subway system dropped dramatically.
Similarly, by focusing on visible signs of neglect and disorder in struggling businesses in Los Angeles, the city can help improve the perception of these businesses in customers’ eyes. This can lead to an increase in business and, ultimately, to the survival and success of these businesses.
Of course, addressing visible signs of neglect and disorder is only one piece of the puzzle regarding supporting struggling businesses in Los Angeles. The city should also focus on providing financial assistance to these businesses, such as grants or low-interest loans to help cover rent and other expenses.
In addition, the city could work to create a more supportive environment for small businesses by reducing bureaucratic red tape and making it easier for companies to open and operate in the city. This could include streamlining the permitting process and providing resources and guidance to help new businesses navigate the complex regulations and requirements of Los Angeles.
Ultimately, supporting struggling businesses in Los Angeles will require a comprehensive approach that addresses a range of issues, from financial assistance to reducing regulatory burdens to improving the physical appearance of storefronts. But by applying the principles of the broken windows theory, the city can make a meaningful difference in the lives of business owners and their customers.
It is important to note that implementing the broken windows theory in business is not without its critics. Some argue that it places too much emphasis on superficial appearances and neglects underlying issues that may contribute to a business’s struggles, such as poor management or a lack of demand for the products or services offered.
However, the broken windows theory can be helpful when applied appropriately. By focusing on visible signs of neglect and disorder, the city can help struggling businesses improve their image and attract more customers, which can be the first step towards turning around their fortunes.
Michael Levine is a longtime Los Angeles public relations executive who has represented 58 Academy Award winners and 34 Grammy Award winners. He has written 19 books, including “Broken Windows, Broken Business.”
