Across the digital universe, brands are asking consumers to click for the good of the planet.
GE wants consumers to tag green innovations in their neighborhood on an interactive map and then check in while on Foursquare. Danone puts a call out on Facebook and Tumblr for photos that celebrate the environment. Starbucks asks consumers to pledge to switch from paper cups to reuseable mugs – and then publicize it to all their friends.
These social media-driven initiatives are naturally intended to build greater awareness of the brand’s own social responsibility positioning. But in asking consumers to create, vote, like, pledge and share online, can these tactics actually foster a change in attitude or even behaviour? Can social media help build a more sustainable society, one campaign at a time?
