‘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.