With a world population of over seven billion people and a "consumer class" of 1.7 billion (according to the Worldwatch Institute), citizens have a lot of clout. Assembled collectively, people could help solve some of the world's biggest problems: eradicate poverty, tackle obesity and live within the planet's means to name but a few quests. Mass consumer action is tough to motivate individually but place a powerful, global brand in the mix and the game changes.
Globalisation and technological developments, particularly on digital frontiers, mean that it is now easier to mobilise mass movement. Social media has unlocked new forms of participation and engagement, with video, mobile and social apps driving the success of campaigns. Climate change mission, TckTckTck, is one such example. Lead by the Global Call for Climate Action (GCCA) and an international network of NGOs, TckTckTck is often cited as one of the most successful advocacy campaigns ever, garnering an online petition supported by over 17 million people.
So what role can brands play in progressing consumer movements? Gucci's Chime for Change campaign calls for the empowerment of girls and women using a crowdfunding platform that allows people to donate to any of 120 projects around the world supporting females. Organisers have also brought in string of global stars to add some Hollywood heavyweight. But does it have the omph to go the distance and really make an impact or is it just a short term fad? What makes a movement sustainable in the long run?
Submit your questions for our podcast
On Monday 17 June, we will record a podcast on how brands can help create consumer movements for change. Jo Confino will be discussing this topic with a panel of experts and we'd like to gather your questions and thoughts in advance. What makes a successful campaign and how can momentum be sustained? Do brand movements work best when they protest or when they advocate positive change? Post your ideas, views and questions in the comments section below or tweet us @GuardianSustBiz and we will incorporate your input into the podcast.
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