A responsibility revolution?

21 09 2009

Picture 1A new survey by Time magazine was highlighted in a recent article written by Richard Stengel: “For American Consumers, A Responsibility Revolution.”  Could this new halo many are happy to be wearing represent some of the most compelling signs of “the new normal”?

The research indicated:

  • 82% of people consciously supported local or neighborhood businesses
  • 40% of people said they purchased a product in 2009 because they liked the political or social values of the company that produced it.
  • 60% of Americans have bought organic products since January
  • 78% of those polled said they would be willing to pay $2,000 more for a car that gets 35 m.p.g. than for a similar one that gets only 25 m.p.g

As the article says, “That’s evidence of a changing mind-set, a new kind of social contract among consumers, business and government. We are seeing the rise of the citizen consumer — and the beginnings of a responsibility revolution.”

Once again, the Time survey adds to the rapidly growing amount of data that indicate we have reached the tipping point where values based marketing and sustainable branding are beginning to rise in importance with customers from all walks of life. Companies who recognize this and infuse sustainable branding into their total customer experience will inevitably be among the winners in the age of accountability.

Read the Time magazine article



One response

25 09 2009

Hi Eric,
It is very true. And consumers have been able to become citizens through the rise of the internet and most specifically, the immediacy and transparency of the internet.
We often say that brands have lost control on the web, cos’ consumers have now the power to see “behind the curtains”, to see the brands the way they are without advertising make-up or whatever. This is really key.

This is exactly why brands need to get online to first listen to what consumers have to say (what are key issues?keu interests? what do they think about specific brands…) then, engage consumers, converse…and perhaps empower them. Sustainability & green have a incredible value proposition; giving consumer the greater purpose they are desperately looking for.

This is what I believe is a very effective business case for sustainable branding.


Perrine. (@PerrineB)

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