What are you prepared to Sacrifice?
Most people don’t want to make the world a better place. They want others to do that for them … Okay, that’s a simplification of a complex issue. But when it comes to making the world a better place, many consumers are setting a more stringent standard for brands, organisations and governments than they are for themselves. And let’s face it, given decades of unethical operations, rampant pollution, disinformation and more, brands deserve it. After all, many brands have worked extremely hard to create many of the behaviors and lifestyle choices that well-meaning consumers are now finding so hard to change. In a global survey of 30,000 consumers, 72% of people said that business is failing to take care of the planet and society as a whole. The situation now? Endless brand sustainability initiatives and CSR-speak; endless consumer skepticism. The only meaningful path left for brands is to stop talking and act. One powerful form of action that will rise to the top of the consumer agenda in 2015? Real, constructive, painful SACRIFICES. Because the message from many of these consumers will be ‘do as I say, not as I do’. Sounds unfair? Who said consumers had to be fair? Still, if you take some time to understand the epic force driving this trend, you’ll understand why consumers are acting this way…
