Triple Pundit: How Does Social Media Contribute To The Greater Good?

Triple Pundit: How Does Social Media Contribute To The Greater Good?

A global study suggests that online networks may help build foundations for behavioral change that can be used to make the world a better place.

Sarah Codraro
  • 6 february 2012

Image via Sipaz Blog

Across the digital universe, brands are asking consumers to click for the good of the planet.
These social media-driven initiatives are naturally intended to build greater awareness of the brand’s own social responsibility positioning. But in asking consumers to create, vote, like, pledge and share online, can these tactics actually foster a change in attitude or even behaviour? Can social media help build a more sustainable society, one campaign at a time?

Interestingly, a global study from The Netherlands Organization argues that it can.

When consumers are encouraged to share their commitments and achievements with others online, the foundation is set for making actual behavior change. The caveat is that social media is best for encouraging small steps; Langley and van der Broekfound that online initiatives that call for a significant change in lifestyle will have trouble recruiting large numbers of participants.

The fight against global warming won’t be won simply by consumers voting for their favorite sustainability project on Nokia’s Climate Mission mobile game. However, these digital initiatives do impart pro-environmental values and help shape consumer preference for greener lifestyles.

By Stephanie Myers

Continue reading here.

Originally published on Triple Pundit, republished with kind permission.

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