The longer, more active lives your customers live, the more they'll be able to support you, right? So let's all be a part of the solution by making brand loyalty equal healthy behavior.
Brand as Business Bites: Sustainability: What's a brand got to do with it? 2011-Jul-19, by Denise Lee Yohn
[Guy Champniss] goes onto explain that brands are made to build social capital (defined as “the stocks of dialogue, shared thinking and trust that swirls around us, whether it’s in our families, at work, in the community, or across the country.”) And as such, “brands have the opportunity to both nudge their corporate guardians closer to a long-term and durable competitive advantage, and us all towards more sustainable and fulfilling lifestyles.”
This POV contrasts with the traditional view of sustainability that says, “We just need to awaken the ‘inner social and environmental values’ in everyone’” and people will start to demand sustainable products.
Guy argues that “Behavior change is complex and often relies on less normative tactics.” Therefore brands can get people to act more sustainably because they can “engage consumers on the salient issues.” He advocates building a sustainable demand chain with brands instead of using them only to report on a sustainable supply chain.
He points to Toyota’s Ideas for Good campaign as an example. “Rather than using the brand to ‘report’ sustainability, they used the brand to convene interest in using Toyota’s technology to find solutions to the problems that those who engaged with the initiative thought worthwhile. The campaign created social capital around sustainability issues,