“We’re living in a new age of marketing. From Nike, Google, Dove and Unilever…a lot of brands are talking about values, purpose and becoming forces for good”
Futerra, the sustainability communications agency, has created the Change Maker Pack to inspire brands to change consumer behaviour. The pack contains 13 cards, each rooted in psychology, sociology and/or behavioural economics, and illustrated with a case study from brands such as L’Oreal, Toyota and Nike.
Increasingly, consumers are rewarding brands that help them live healthier, happier lives. Positively influencing consumer behaviour is already paying off for some big names. In Israel, Coca Cola earned 250k check-ins on Facebook Places by posting the country’s 10,000 bins and promising to crown a ‘Recycling King’.
We do what others do. ‘Normal’ is one of the Change Maker Pack’s 13 cards and asserts that brands are the masters of social proofing. By making the behaviour of recycling visible, Coca Cola helped make it normal. This card advises brands to avoid novelty, weirdness and invisibility, and to make use of visibility, familiarity and scale.
A pair of Levi’s jeans asks the wearer to wash their clothes less often, with cold water and to line dry and donate old pairs to charity. The ‘Ask’ Change Maker card uses this example to show how simply asking for better behaviour can improve brand value while reducing overall impact.
Other cards include ‘Status’ and Toyota, ‘Showcase’ and NBC, ‘Edit’ and Walmart, and ‘Fun’ and Nike.
Lucy Shea, CEO of Futerra said, “We’re living in a new age of marketing. From Nike, Google, Dove and Unilever…a lot of brands are talking about values, purpose and becoming forces for good – particularly when it comes to sustainability. But they don’t always know how to walk that talk. We designed the Change Maker Cards to solve that problem.”
To download the Futerra Change-Maker Cards click here.
Also, stand by for the next installment of our ‘Designed to Innovate‘ series from Futerra Creative Director Warren Beeby, coming soon!