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.