Is brand purpose a niche idea?
WHY IS CREATING POSITIVE CHANGE NOT MAINSTREAM MARKETING?
But frustratingly few brands are capitalising on these changes. Integrating sustainability initiatives into marketing is still seen as a tactical or niche idea that only makes sense for certain brands. The reality is that many businesses are struggling to connect their sustainability efforts to what their brands stand for. All too often, a fantastic opportunity is going to waste.
CAN ONLY ‘NICE’ BRANDS
But what other motivating stories could there be? To find out, you need to start with a clear understanding of what we find motivating. Anyone from the world of marketing or sustainability will be well aware of the huge gap between what people rationally say they are going to do and the often irrational, emotional and instinctual motivators of real behaviour. So what does science have to say about emotion and motivation?