Companies can change people’s behaviour to benefit society and the environment, foster goodwill, and create new market opportunities.
Topic: Social Change
How can companies help change people's behaviour in order to benefit society?
Organizations have the resources and market influence to effect positive change. Through product labeling, supply chain management, cause marketing, corporate philanthropy, employee volunteerism and NGO (non-government organization) partnerships, companies are helping society get active, eat healthy foods, dispose of products properly, use less energy and generally live more sustainable lives.
This new report reveals the three conditions necessary for changing people's behaviour that create benefits for society. The report also includes 19 mechanisms companies can use to motivate people to change and to create the capabilities and opportunities for change.
Based on 20 years of research, this report on social change answers the question, “How can companies help change people’s behaviour to benefit society?”
The involvement of all stakeholders, even if they weren’t initially supportive, was key to the program’s success.
Managers should consider three Ps when setting goals to foster responsible behaviours in their employees: Personal, Plain and simple, and Positive Feedback.
Studies demonstrate social normative pressures can lead people to adopt positive behaviours, which can be useful from an environmental marketing standpoint.