Well, not quite, but being involved has been epic. I helped write and launch the first practical behavior change framework for any emerging economy this week at Sustainable Brands 2014 in Rio. It’s been put together by myself, Pablo Barros and Fatima Cardoso of Eight Sustainability Platform with input from partners like Futerra and is a five point process for creating behavior change that’s tailored for Brazil.
Brazil is at a critical time in terms of attitudes to sustainability (both social and environmental). Although Brazil has the highest number of ‘Advocates’ and ‘Aspirational’ consumers (who are potential supporters of sustainable initiatives), there is a big gap between intention and action. Beautiful, emotional mainstream marketing and behavior change campaigns exist (such as Sport Club do Recife’s ‘Immortal Fans‘ campaign), but many still fall into the trap of being boring, rational or not based on consumer insight. The timing is critical as progress on social and environmental issues needs to be demonstrated to make the next stage of consumer awareness normalisation (such as in Scandinavia) rather than cynicism and apathy (such as in the UK or USA).
The framework draws from learnings and methodologies from the US and UK and applies them to the Brazilian consumer and context. It is intended to help brands and governments create campaigns to close this gap. I was lucky enough to be involved in writing it and hope you enjoy. Feel free to comment, heckle or ask questions. There’s a ‘contact me’ box on the ‘Hire me’ section of the site.
Download the report here.