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Pro-social brands are the next step for companies looking to morally engage with consumers. Driven by marketers who are moving beyond claims of sustainability and into strong stands on relevant social issues, this trend picked up momentum in 2014. It will be positively explosive in 2015.
So what’s the difference between sustainable and pro-social brands?A traditional sustainable brand expects that customers will laud and applaud it for its charitable giving and its actions on key environmental issues. It’s the classic, safe, (usually) apolitical “vote with your dollars” approach: sustainable brands tell stories that cast them in the role of hero and expect audiences to simply play the role of starry-eyed hero-worshipper....
Trend or whimsy? Instead of just touting their own sustainability, this year brands will focus on gender equality, racial justice, climate change and more.