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Purpose has led all of the big companies to copy each other with the same predictable policies which cannot possibly cut through and generate consumer interest, much less build the next generation of sustainable brands.
The world’s best Marcom scientist on… Advertising as a force for good Professor Lucy Atkinson teaches Sustainability Communication at the University of Texas, the
??’What we see is a completely human thing. In the small communities of the past, sellers and buyers had direct relationships, and if something wasn’t okay, the community got involved. During and after the Industrial Revolution, face-to-face contact rapidly declined, and more and more intermediaries were involved. With that, responsibility and liability disappeared. The digital revolution is getting underway and boom, liability is back, and not just a little bit.’
Ravi Dhar is a Yale Professor of Management, Marketing, Psychology, and Director of the Center for Customer Insights at Yale University. He is an expert in consumer behavior and branding and a leader in bringing psychological insights to the study of consumer decision-making.
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