I was delighted to join a panel on Social Media & Social Good February 17th, 2012, as part of Social Media Week, hosted and moderated by Kim Slicklein (President of Ogilvy Earth). Fellow panelists were Analisa Balares, CEO of Womensphere; James Windon, Vice President, Business Development at Causes; and Scott Dodd, Editor OnEarth.org NRDC. The panel also included great insights from some groundbreaking research on human behavior by Ogilvy Earth.
Peer Pressure: Using the skills we learned in 6th grade for good.
As much as we’d like to think we’re unique individuals, we’re also herd creatures who are influenced by group thinking. Social media has made this more apparent than ever and magnified our desire to be part of the club. For too long, sustainability marketing has been appealing to people’s altruism, without tapping into our desire to fit in. OgilvyEarth’s recent groundbreaking research Mainstream Green demonstrated that social norming is key to driving real behavior change. Organizations leveraging peer pressure for good have succeeded in lowering energy consumption, redesigning small business, and transforming business strategy. Come hear from experts about using a healthy dose of peer pressure to motivate consumer and corporate change.