Sustainability Content: A “Social Proof” PSA
As I wrote in my last post, delivering “social proof” to consumers and organizations is likely key to persuading around the concept of sustainability. Whether its consumers or corporate decision-makers, the “masses” have to start to sense/see/read/hear that a lot of people/organizations they know are already pursuing sustainable life and business practices. In this way, providing or supporting sustainability content is like producing an extra-powerful public service announcement (PSA).
Just as is the case with well produced PSAs, what those of us who provide sustainability content intend to do is modify public attitudes by raising awareness. Much as I wish everyone could get as geeked out as I do by new solar panel technology, smart grids or “green building,” for example, a lot of people don’t share my enthusiasm. One reason they don’t: they are not as exposed to reasons WHY they should be excited.
But, here’s something to consider: what about being the first in your industry to address this? And, you don’t have to start from scratch! Instead, take part by helping to develop and disseminate the words and videos of the many talented writers who are already knowledgeable and passionate about sustainability.
I see huge opportunity for brands or organizations on the sustainability journey to be more intentional with their “broadcast” information. This is NOT about having your public relations staff write pages and pages of “look at us” web site copy, however. It IS about becoming known as a go-to resource, or for supporting the wealth of existing sustainability knowledge and content. That may mean identifying and building a relationship with an individual content provider/editor to publish on your own site. Or, it may mean sponsoring a variety of blogs, video channels and the like, to reach your own customers – as well as those reading the content provider’s work already (who are significantly predisposed to wanting to hear about sustainable innovations, by the way).
“Uncertainty” and “similarity” are two conditions that apply to the “social proof” theory (read more in Robert Cialdini’s book, INFLUENCE: The Psychology of Persuasion). With particular regard to sustainability, there are still many consumers and business decision-makers that need to be made more certain. Furthermore, as human beings, those people are also looking for similarity -or to see what their peers/colleagues/industry leaders are already doing/thinking.
Both of those groups need a bridge to that certainty and to being “in the know.” Sustainability content can be a great way to connect a brand’s products or services to the existing relevant cultural and technology trends in a consumer’s mind. Brands that want to highlight their sustainable and socially responsible steps would do well to make that bridge easier to cross.
Sustainability not only breeds business innovation, it also breeds whole new ways to communicate those innovations and to a broader audience.
Changing public attitudes about sustainability on the whole, and about your corporation’s steps in that direction, comes from raising awareness. Partnering with or sponsoring sustainability content providers who LOVE what they do and are dying to engage more people on the topic seems pretty obvious to me (but, yes, I am biased). So, consider leveraging sustainability content to help your customers feel more certain about sustainability and be inspired to join their friends and colleagues who are already participating in the movement. The result will be social proof enough for you.
*If you are interested in exploring sustainability content possibilities: you may want to follow my sustainability-csr Twitter list (quite a few content providers are included, and many also have great lists to explore), or simply follow me on Twitter @AndreaLearned (I regularly pass along links to great work from talented sustainability/social responsibility minds). If all else isn’t quite enough – feel free to contact me to discuss ideas about working together or how to go about finding the perfect fit for your content-providing effort.
