The three current models of social influence, and how brands can use them

This paper incorporates concepts from The Business of Aspiration: How Social, Cultural and Environmental Capital Transforms Brands (Routledge, 2021).

Three models of social influence

My book The Business of Aspiration (Routledge, 2021) is based on the premise that it is not only a business imperative, but also socially urgent for brands to start trading in the modern aspiration economy. Overproduction and air travel are killing our planet, and social media addiction and busy-ness are killing us. The events of 2020 underscore the need for change.

In the past several decades, society moved from “we” to “I,” as reflected in The Avengersfilm series, Silicon Valley visionaries and cult personalities of self-actualization. We all became focused on getting,...

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