Over the last decade, large brands have become increasingly adaptable, tailoring their services for consumer convenience. Many consumers now expect servitude – and look for brands to help save money, automate ordering and make information more accessible. In addition, consumers have also come to expect corporate social responsibility (CSR).
- However, we may be seeing a shift to something new and all the more exciting. Some organisations are taking their corporate responsibility to a new level by demanding consumers actively support their CSR values.
- This has been called brand-enforced Public Social Responsibility (PSR).
- One example is the Brazilian football team, Victoria, who usually sport a red and black striped kit. To restore blood stock levels, the team have been stripped of their red stripes (now white), until the public donate enough blood to meet donor targets. Each milestone earns the team a new red stripe and contributes to public health.
Implications and next steps: Innovative PSR demands from brands could be just what is needed to spur social change. Initiatives like this could save cash, and spur large-scale improvements in society and health. It is also likely that some economic and environmental returns will result from PSR.