Let the children lead the way towards sustainability
The article explores how large corporations are seeking to change behaviour bottom up.
We felt reminded of responses Bettina get’s to a particular framework, developed by Academic Alex Venn (2001). He had investigated main drivers behind consumer purchasing decisions, and the implications for an organisation’s capabilities. He identified four phases since the middle of last century:
Audiences, when asked what the next thing that influences consumer purchasing decisions might be, respond rather differently: broadly speaking young audiences take a couple of seconds to name social and environmental considerations . Older audiences often remain silent, and what is more, react highly sceptical to the announcement that it will be social and environmental considerations. We see some interesting dynamics ahead when the ‘sustainability thinking’ younger generations enter the workforce…