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Your people are the touchpoint between your brand and everyone else. Are you helping them live the life they want? The real answer to this survey is to leverage your NPD, acquisition and entrepreneurial activity for the Good Life Goals.
We need products and services that help consumers live a sustainable lifestyle: Electric cars , plastic free supermarket aisle , waterless cleanser , slave free chocolate , and even mass movements against consumerism.
But whatever you do, ask yourself the right question. Your consumer has the right to change the world for the better — how are you going to help her?
Sustainability solutionist, author and co-founder of the global change-agency Futerra, with offices in London, New York, Stockholm and Mexico City.
This is a BETA experience. Edit Story. Nov 21, , am EST. Leadership Strategy. Happy girl holding recycling bin while cleaning the environment with her friends Getty.
Consumers are confident they can make a difference in the world Futerra. Nearly half of consumers feel brands make it harder for them to live sustainably Futerra.
The industry is threaded with scandals about exploitation of workers, so consumers fear that what they buy was made by slaves, or children.
Labelling can be unclear, confusing or incomplete. There is a shocking lack of transparency on social standards in supply chains. Plastic cutlery comes as default with food deliveries.
Candy is positioned at the perfect level for little hands beside supermarket check-outs. The 85 actions in the Good Life Goals remind us that people power matters as much as powerful people.
And brands have a huge potential to unleash that positive impact. Brands influence our behaviours, our aspirations, our insecurities and even our definition of success and happiness.
That creative power is potent. Colgate wants you to save water whilst brushing. And Alexa is teaching kids politeness. If you want to help your consumers, start with how they use your products.
The simplest step is to promote the Good Life Goals through your marketing. Each of those people are likely to feel the same way as the general public.
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