Social Good, Personal Best: How a basic selfish desire may be just what business and society need

Guy Champniss
Meltwater Consulting

Rather than expecting selfless or altruistic consumer behaviour to achieve social good, brands should look at how consumers' inherent selfish behaviour can lead to social good – and better profits – as Jeep has demonstrated in the US.

Can brands deliver profit and social good? We all know what we'd like the answer to be, and have seen the examples of brands that appear to generate immense profits through driving social good. But anecdotes and case studies can only get us so far. A more accurate answer, I'd argue, lies within the core mechanics of consumer behaviour – and behaviour that is selfish, rather than selfless.