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The Psychometrics of Sustainability - John Marshall Roberts

THIS IS PART OF THE COLLECTION: TOP SB TALKS 2008-2013
[Click to expand full collection]

2008
1] Clorox - Leveraging Environmental Sustainability to Drive Growth with Bill Morrissey

2] Engaging Your Workforce to Build Your Brand - Jeffrey Hollender, Seventh Generation

3] A Global Look Into the Future of Sustainability - Mark Lee

4] World of Good & Ebay - Leveraging the Power of Partnership to Create a Global Brand

5] GAP Inc Environmental Sustainability and Building a Credible Brand

2009
6] The Evolutionary Benefits of Altruism - Dacher Keltner, UC Berkeley

7] SunChip's Sustainable Brand Journey: Thinking Outside (And About) the Bag!

8] Insights into New Consumer Segments: Moms and Millennials - Diane MacEachern

9] The 4th R: Reinvention and Your Sustainable Brand - California Academy of Sciences

10] Empathy in Business & Brands Yields Strong Affinity - Dev Patnaik

2010
11] The Story of Timberland EarthKeepers

12] The Psychometrics of Sustainability - John Marshall Roberts

13] From Corporate Responsibility to Responsible Profit - Jason Saul

14] Culture Shifts and Brands - Tom LaForge, Coca Cola

15] Life Box: Plantable Packaging Assisted by Fungi - Paul Stamets

2011
16] Nike Better World

17] Innovating Philanthropy: Panera's Pay What You Can Stores

18] The Business Value of Fun

19] Building in Happiness: How Values and Culture Matter

20] Leveraging Innovation: Lessons in Bringing Sustainable Packaging to Market

21] Rethinking the Game: Defining a New Purpose for Business

22] "Glocalization": How Starbucks is Leveraging Local with Its Global Brand

2012
23] Go Further: Behind Ford's No Logo Campaign

24] Revolutionizing Our Global Economic Systems

25] A Revolution in Product Design

26] Engaging the Whole for Transformative Change

27] A Creative Brand Approach to an Unrecognized Problem

2013
Click here to see the Top 10 SB Talks of 2013

What if you could understand, really understand your customers? What if you could finally transcend demographic profiles and grasp the very core of their worldview: the key metaphors they use to make sense of the world, their level of social optimism, the values lenses that they both love and despise, and their secret mental models for aspiration and growth? Imagine what might then be possible for the vitality and market penetration of your brand? John Marshall Roberts discusses the results of audience research he had conducted: the various individual and combined worldviews, including Indigo (holistic), Gold (systems), Jade (humanistic), Copper (individualistic), and Navy (absolutistic). Secondly, he provides sound guidance on leadership and interpersonal communication, and gives the best angle for messaging social responsibility for the four most common worldviews. After all, applying a universal "care for the planet" message will resonate highest with humanistic thinkers, but will leave many other people uninterested. Dynamically communicating the benefits and values of sustainability and environmentalism to meet the diverse worldviews of people, is what is needed to make the movement gain traction and greater acceptance.

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