Businesses Need Sustainability “Social Proof” Too

Why do businesses do what they do?  It’s the same question I posed in early March about consumers. As I did in that post, I will focus here on the concept of “social proof” and how human beings may be persuaded to change behavior in a more sustainable direction, specifically.  This time, I’m wondering how those humans come to inspire change not as consumers, but as corporate decision-makers/influencers.

My ponderings on the topic are heavily inspired by Robert Cialdini’s book, INFLUENCE: The Psychology of Persuasion – which I recommend to pretty much anyone in the sustainability field.  In that book, he writes how two conditions of “social proof” are uncertainty and similarity.

Uncertainty. As I noted in my previous post, this is how Cialdini put it: “Without question, when people are uncertain, they are more likely to use others’ actions to decide how they themselves should act.” Hard as it may be for many to believe given current media coverage,  a lot of businesses are still not sold on the idea that sustainability is their smartest development path.  Add to that the fact that even when a business IS heading in a sustainable direction, many a company is now justifiably “greenwash-shy.” There may be no end to the kind of uncertainty that hinders pro-sustainability corporate behavior change.

Similarity. According to Cialdini: “The principle of social proof operates most powerfully when we are observing the behavior of people just like us.  It is the conduct of such people that gives us the greatest insight into what constitutes correct behavior for ourselves.” From the business standpoint, “similarity” may mean that decision-makers will be looking at competitors/others in their industry, or at businesses of similar size, or at businesses similarly of “entrepreneurial”  ilk, for example.  Or, the “like us” criteria might boil down to similar-seeming advisory boards or executive/management teams (as in – mainly white men over 60 with MBAs, or a diverse mix of men and women from 35 to 85 with broad educational backgrounds).  Or, a few businesses may still take a more “aspirational” view of similarity (i.e. if GE is doing it, my small retail store can too…).  However a particular group of business decision-makers defines what is similar, the point is that seeing a lot of other companies going sustainable may finally push them to do the same.

The question, then, is: Are those of us writing posts and Tweeting giving businesses the social proof they need to overcome uncertainty and find similarity?  Are stories being spread of a wide range of sizes and shapes of businesses pursuing sustainability?  Or, are we mainly covering or getting excited about the same old brands that happen to have the biggest communications budgets?

What if we took responsibility for educating consumers/citizens about our own brand’s sustainable journey or for being enthusiastic about what other companies are also doing?    As well as individual efforts, conferences like the upcoming Sustainable Brands 2010 could be key.  Nothing counters uncertainty and highlights similarities like a tradeshow floor of thriving businesses and a line-up of speakers sharing their experiences.

As marketers, bloggers and influencers of any sort, we can choose to focus on sharing resources and information in order to speed the building momentum of the sustainability movement.  Let’s use the tools we’ve got to provide the social proof that sustainable business is the only way to go.   Plenty of stories exist of incredible strides being made in the sustainable business movement, and they add up to giving us a lot of fodder to share.

At this point in time, no business thinker should be left uncertain.  Instead, wise business minds should be confidently moving forward with their own sustainability efforts, and easily avoiding “greenwash” missteps.  When today’s corporate decision-makers look around, they should see what we see – and be astounded by the many similar businesses boldly and already walking the path to sustainability.

Monday, May 3rd, 2010 in Consumer Behavior and Research, Green/Sustainable Marketing | Tags: business innovation, green business, green innovation, Green/Sustainable Marketing, sustainabel organizational behavior, sustainable business practices, sustainable business trends, sustainable case studies, sustainable consumer behavior, sustainable influence, sustainable marketing