sustainability

Making Prosocial/Cause-Related Ads More Effective

Last year, we reported on an analysis which found that many advertisements with prosocial and cause-related messages are not as effective as surveys on consumer attitudes suggest. This urged researchers to explore how to make such ad messages more effective. Several new studies provide insights on this issue.    Read more »

E, S, or G? Which Matters Most to Consumers and Institutional Investors?

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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Consumer Ambassadors Promote Prosocial Behavior for Themselves & Others

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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