29 Jun '11, 2pm

Progressive Brands Should Turn Their Backs on Sustainability

Progressive Brands Should Turn Their Backs on Sustainability

When it comes to nudging us towards more sustainable lifestyles, the role brands play in enriching social capital is crucial. Brands – as emotion-savvy, story-telling mavens – have the power to convene communities. Within communities – including brand communities – people behave differently. Just like conventional economics considers us rational, individual utility-maximising creatures, so conventional consumer psychology considers us lone, information-processing, utility-hunters. Which of course we’re not: David Brooks makes this case elegantly in The Social Animal. When operating in communities – in other words environments where we are visible, where social identity is important, and reciprocity is expected amongst members, there’s a whole slew of new attitudes, intentions and behaviours that emerge. Whether it’s because it’s what we genuinely think is right (an intraps...

Full article: http://www.environmentalleader.com/2011/06/29/progressive...

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