30 Jun '15, 7am

Let's talk about (brand) love (and sustainability)

Let's talk about (brand) love (and sustainability)

One of the ah-has from the soon-to-be-released 2015 Eco Pulse study is that, indeed, a company’s sustainability or social responsibility commitment is a reason to love the brand. In fact, when we asked Americans, “Can you name a brand you love?” and then asked, “Why?” environmental and CSR reasons were almost as prevalent as core functionality or performance features. By the way, the brands listed as loved brands weren’t niche-y green brands; they were mainstream. When we asked, “Can you name a brand you hate?” we also got a list of mainstream brands (including some from the “love” list), and again, environmental, social responsibility and product content reasons were just as prevalent as product performance/customer service issues. The phrases “unethical/dishonest/immoral” and “corporate philosophy/political leanings” popped up just as frequently in the open-ended respons...

Full article: http://www.greenbiz.com/article/lets-talk-about-brand-lov...

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