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Harness Empathy: Outrospective
thinking – the act of considering
the motivations, needs and
problems of individuals and
communities beyond oneself – is
spurring consumers to bring about
positive social change. Harness
empathy to connect
with consumers.
Innovation from the Margins: Keep
a close eye on radical initiatives
(such as Rolling Jubilee), which are
indicative of grass-roots cultural
change and evolving
social paradigms.
Hacker Mindset: Rather than
seeing hackers or fixers as a
threat, consider how you can work
alongside them instead. ColaLife
demonstrates how a company’s
DNA can be hacked for the greater
good; in turn, the brand benefits
from the ensuing philanthropic halo.
Compassionate Retailing: This
can be a powerful branding and
marketing tool. However, charitable
and social alliances need to be
seen as authentic in the eyes of
consumers. Rather than layered
on top, social action must be
embedded into a company’s ethos.
Redefine
Consumer Lifestyle