‘Pro social’ versus ‘sustainable’ brands

I’ve just discovered an absolutely brilliant article on ‘pro social’ brands by Jonah Sachs of Free Range Studios in the Guardian. In it, he makes the point that a ‘sustainable’ brand is passive, but also expectant. It expects the customer to be impressed and buy its product based on all the great things it has done.

The pro-social brand is proactive. It expects nothing, but campaigns to really make a difference. It lives by the rules it stands for and measures success against what it changes in the real world.

Couldn’t have put it better myself. A great read.



Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s