Sustainability: Opportunities and challenges for brands
This article is part of a series of articles on sustainability. Read more.
Need to know
- Behavioural economics provides powerful tools for both understanding and changing behaviour, a critical element in our fight for a more sustainable world.
- Brands must be careful when launching purpose-driven and environmental campaigns. If the brand is not authentically aligned with the issues they are trying to address, consumers may view their attempts as forced or opportunistic.
- Understanding behavioural concepts such as anchoring bias, hot-cold empathy effect and intention-behaviour gap helps to inform communications to avoid common pitfalls in effective environmental or purpose-driven messaging.
- Using social norms to compare someone’s behaviour to their peers or the community, is a powerful tool to prompt people to take action.
- Carefully considering how the information is framed – there is always more than one way to present the same information – can lead to radically different behavioural responses.