Brands, nonprofits and social media influencers that are environmentally conscious often post tips to promote sustainable behaviors. Can one tip work as well, or even better than several tips? It depends on the audience’s level of concern about the environment, and the perceived authenticity of the source, new research finds.
Member Only AccessAn analysis by the ARF concludes that ads with cause-related messages can be effective, but many are not. Future research should focus on which kinds of messages are most effective among different consumer groups. Read more »
When firms communicate about their environmental, social and governance (ESG) activities, they should consider not only what matters most to which stakeholders, but what results make the most impact with which stakeholders as well. While consumers prefer to invest in brands perceived positively on environmental and social issues, institutional investors focus less on these aspects and far more on governance.
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Using consumers as “ambassadors” has many benefits, research has shown. They can help organizations promote their prosocial messages about the environment and other issues and might even become the impetus behind positive behaviors across social networks. However, the greatest impact and the most persistent one, may be on the ambassador themselves, especially those who were less than environmentally conscious at the outset.
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