Behaviour Change Gets a Big Boost from Business

17 Jan 2012 – SA in the News

Green Futures published by Forum for the Future reports on the growing trend for brands to offer incentives and rewards to encourage more sustainable behaviour from consumers.

From the article:

It’s a new application of an old idea, comments Frances Buckingham at consultants SustainAbility: “Companies have long embraced ‘choice architectures’ to optimise profits, [but] it’s a new idea to aim these techniques at sustainability”. The benefits for brands are better conversations with consumers about values – a great foundation for a long-term relationship.

Other brand nudges are aimed towards healthier lifestyles and stronger communities. Amazon Kindle allows purchasers to ‘loan’ books to friends to nudge them towards collaborative consumption, and US insurance giant Humana rewards customers who exercise.

Read the full article at Green Futures.