Branding for Good - Issue 47: Behavioral Economics

18 Jan 2017|Added Value

This month we will talk about how brands are leveraging the principles behind Behavioral Economics to drive change for the better. Download the Behavioral Economics report here.

Moving into 2017, we will continue to observe, comment and consult on brands’ evolution towards purpose …and we would love your thoughts on topics that you’d like to see covered. Please reach out to us at with any ideas or interesting content you’d like to share.

“How wonderful it is that nobody need wait a single moment before starting to improve the world.”
― Anne Frank, Anne Frank’s Tales from the Secret Annex

Brands nudge their way towards goodness
Behavioral economics is a buzzword in marketing. But it is in fact the public sector that has been most proactive in leveraging this emerging field to drive positive behaviour change in the health, finance and other sectors. Brands are now catching on… conducting research and developing creative strategies that ‘mine the gap’ between what people say and do in order to design effective behaviour change initiatives. Click here to read what our experts have to say.

Social Good Innovations
From recyclable newspaper to a spoon that changes tastebuds, click here to discover five intriguing social good innovations…

Purpose-Driven Brands
Raise a glass to organic
Patagonia Provisions, the hugely exciting, of-course-this-is-happening-this-makes-so-much-sense spin off from longtime purpose-driven brand Patagonia, launched a new organic beer called Long Root Ale. Organic regenerative agriculture can help fight climate change, and is a tried-and-true method for soil-carbon sequestration…we’ll drink to that. Read more here.

Airbnb launches anti-discrimination pledge
Following a rash of incidents involving apparent acts of discrimination against minorities and LGBT persons, Airbnb launched a new anti-discrimination commitment that will require all of its hosts and guests to sign in order to continue using the service. More here.

CoverGirl announces the first CoverBoy
James Charles, a 17 year-old high school senior and internet-famous makeup artist, was chosen as CoverGirl’s first CoverBoy. The choice is being praised as broader questions of traditional gender boundaries are being raised by advocacy groups and fashion labels. Read more about the announcement and an interview with James here.

TripAdvisor phasing out tickets to animal exhibits
After launching their in-site ticket purchasing option, TripAdvisor announced last month their aim to remove bookings for animal-based attractions – specifically, exhibits that invite close contact (riding, petting, swimming) with wild animals. The decision comes after consultation from both PETA and World Animal Protection (WAP). Read on, here.

A new flavor of justice
Ben&Jerry’s – a longstanding brand activist, announced their vocal support for the Black Lives Matter movement. An online statement, with links to a page on their website, explored the realities of systemic racism in America. Read about their announcement (and the subsequent reaction) here.

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