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Driving Behavior Change
January 28, 2015
Shifting to a sustainable economy requires a new kind of brand-consumer partnership. As consumers begin to vote with their dollars for more innovative products and services that both delight the purchaser and support the long-term health of society, they help create competitive advantage for those brands that best deliver. Getting there requires convincing less conscious consumers that they can have their cake and eat it too (drive positive change and indulge their needs), and helping them learn how to choice-edit for the best personal, planetary and societal impact.
In this Issue in Focus, we explore the latest models supporting a shift toward sustainable consumption (collaborative consumption, dematerialization), and ways in which brands are engaging consumers to encourage more conscious, less wasteful behaviors.