Brands that are Buzz-blessed reap earthly rewards.
Hannah Jones, the VP of Corporate Social Responsibility for Nike, refers to these “metatrends” impacting consumer behaviour. The environment, emerging markets in developing countries, and equality and concern for the well-being of our fellow man are not just traditional sentiments lingering from last season. Jones recognised these topics long ago (in online time) as some of the most significant metatrends to impact the future of consumer behaviour.
Buzz suggests she’s right; Brands, companies, and even public agencies are experiencing if not responding to the pressure of public concern. The Internet demands that this response not be cosmetic—limited to superficial revisions of a corporate veneer. Agencies, non-profits, and individuals online are anxious to attack any inconsistency in a company’s expression of concern and the behaviour of it (or its subsidiaries).
Remember what I said about transparency and packaging? This is one field in which the package is critical. Too many angry angels are poised like so many harpies ready to swoop down on any false claims of modesty. Coca Cola quits working with sugar can farms that exploit child labour, kids lose their jobs and the local economy dries up and the online orators start screaming about the evils of corporate capitalism. Nike and Adidas can commiserate with Coke over these public policy fiascoes. What’s a company to do? Hire the kids back? Fire the local government? Charge consumers more for less in a time of general economic concern and chalk it up to charity? A company must engage.
In a world that is increasingly interconnected, social media offers corporations the unique ability to communicate with critics. Sustainability is complicated, and the successful brand online listens and responds to its consumers and its critics. Social media makes successful companies more aware than ever before of the costs and benefits of capitalism, and social media gives companies and brands the capacity to communicate these issues to their concerned customers and investors and, for the first time, to participate fully in the search for sustainable solutions.