No Compromises
What kind of world do we want to inhabit??
When we ask ourselves that question, most of us aspire to live more sustainably, more healthfully, more in connection with nature and each other.?
We also want to save money. To have new and novel things. To keep up with fashion or technology. It often seems we have to pick between the right thing and the cool thing, but it doesn’t have to be that way.
In a?new piece we penned for?Fast Company, we address this dynamic head on and ask,?how can brands help consumers bridge the gap between our aspirations for sustainable living and our actions?
The answer lies in honoring the human needs and desires – including the conflicting urges – of a critical mass of the masses.?Because to shift our culture of consumption to a more sustainable future, we need to bring everyone along for the journey.
With that challenge in mind, BBMG joined a panel of experts at this week’s?Brand-Led Culture Change event?in Minneapolis, hosted by Sustainable Brands. Based on GlobeScan’s latest?global study, we made the case that to move culture towards sustainable living, brands need to design for three audiences:
Brands who are making moves on sustainability and social responsibility ought to design with these nuanced audiences in mind so that what captures the fancy of Shifters will also make sense for Pragmatists while understanding what Traditionals are trying to hold onto. Because we’re all in this together.
The time for incremental changes and limited-edition sustainability offerings has passed. We need brands to use their innovation tools, their scale, their marketing savvy, and their cultural influence to help?everyone?live their best lives – for today, tomorrow, and many generations to come.
Rock on,
The BBMG Team
"Art in its highest form is art that serves and instructs society and human development."
Harry Belafonte
(we’ll miss you ??)
Young Consumers Want to Shop Sustainably, But Often Don’t
New data shows Gen Z struggles to reconcile a love of shopping with massive climate anxiety. How can brands help meet the needs and demands of young consumers? BBMG and GlobeScan share insights with Fast Company from our latest global research and show the way forward for sustainable retail for a new generation of climate conscious consumers.
WEBINAR
Sustainable Choices During Tough Economic Times
Join our friends at GlobeScan and Fairtrade International on June 6 at 9am EST for a webinar to explore consumers’ aspiration-action gap, the role of certifications in bridging this, and consumer expectations on which types of organizations are responsible for protecting human rights and the environment.
领英推荐
CLIENT NEWS
Single-Use Habits and Reuse Systems of the Future
Our friends at Closed Loop Partners’ NextGen Consortium have surveyed thousands of customers on how they buy and consume beverages on the go, and what they do with their cups after they are done. Their findings are meant to help brands design solutions that bridge the say-do gap between sustainable aspirations and actual behaviors. (Spoiler: convenience is crucial)
New Brand Launch: Recustom
We are so pleased to share the arrival of Recustom, a platform from the team at Haggadot.com that is designed to help people create, remix, and explore rituals from the Jewish tradition and beyond. It’s a community of meaning and care where all identities, traditions and intersectionalities are not only welcomed, but embraced. Mazel tov!
More Ideas on The Future We Want...
How companies and consumers alike are, in fact, embracing sustainability: 5 Charts Showing Not All Hope Is Lost on Climate Change >>
Why brands must promote circularity, durability, and zero waste: New UN Report Says the World Can Cut 80% of Plastic Pollution by 2040 — Here’s How >>
Why flexible work is a win for everyone: Flexible work is feminist–and women won’t return to a system that hasn’t served them well to spare the feelings of powerful men >>
How to harness the power of culture to mobilize climate action: Culture Eats Climate – And That Could Save Us >>
How states will drive momentum on healthy and sustainable product development: Strongest law in the U.S. regulating toxic chemicals in cosmetics signed by Washington State Governor today >>?
Why brands need not fear taking a stand for social justice: Companies That Get ‘Woke’ Aren’t Going Broke — They’re More Profitable Than Ever >>
(as referenced in Lola Bakare’s excellent Brand-Led Culture Change talk this week)
What We’re Doing in NYC
???Annie is excited to check out the current exhibitions at Poster House in Manhattan which include ‘Made in Japan: 20th-Century Poster Art,’ ‘Black Power to Black People: Branding the Black Panther Party,’ and ‘Advertising Type: Women in Digital Design.’
???Hannah K saw the 'Deconstructing Power' exhibit at the Cooper Hewitt all about data and social justice, featuring visualizations that W. E. B. Du Bois created for the 1900 Paris World’s Fair. It wraps after this weekend, so don’t miss out!
?? Our design team also visited the Guggenheim’s 'Gego: Measuring Infinity' exhibit, whose art explores the relationship between line, space, and volume.
BBMG is a branding and social impact consultancy that works with leaders who won’t wait on things that can’t wait. Learn more, see our work, and get in touch at?bbmg.com