Power to the People: Viral Campaigns and the Beijing Olympics

Who says the people don't have power?

A marketing firm released a press release today 'warning' Olympic sponsors about the potentially high cost of sponsoring the Beijing Olympics due to the proliference, "impact and dominance of consumer driven, viral campaigns and their ability to affect global consumer behaviours."

Tony Chapman, Founder and CEO of Capital C, one of Canada's leading marketing firms, cautioned Canadian marketers to carefully consider the dangers in fulfilling their Beijing Olympic marketing programs due to the dissatisfaction of activist groups and disheartened individuals -- (all with access to the democratic medium of the internet, I might add).

Chapman states that "the Tibet controversy currently interrupting the torch journey is inspiring a reaction of global proportions. It is becoming deafening as it is digitally enabled and swirls around the world, collecting images, commentary, evidence and an ever growing community of supporters. Conversations which started with Tibet and Darfur will cross over to China's environmental record, its treatment of workers, its foreign policy and every other cause imaginable, ultimately becoming an unstoppable force impenetrable by spin doctors, brand managers, or even the most elaborate marketing campaigns."

Chapman, in his marketing wisdom, goes on to say that the reaction to China and the "viral phenomenon" surrounding demonstrate to global brands that the rules have shifted from mass media (where they were in charge), to social media (where the consumer is in charge). "This is an environment where consumer behaviour will not be based on immediate needs, but upon moral and ethical criteria. Consumers are now demanding more than great taste; they are demanding corporate integrity. Today, how a corporation behaves towards its employees, community and planet, and with whom they associate are the new benchmarks for decision making."

Buyer be warned.

Corporate heads take heed.

As Margaret Mead so cleverly stated:
Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has.

Sports Fans Jump on Carbon Credits for Beijing Olympics (even if the torch does stay out)

Despite what you might think about the Beijing Olympics, the fact that one of the world's biggest polluters is hosting the "Green" Olympics has not escaped the attention of many a cynical critic.

Yet, rather than focus on this, I would like to draw your attention to notion that shame really does work to change behaviour.

For about two decades a well-known North American travel company has offered the sports enthusiast the ultimate trip: flight, accomodation, sporting event and extras all under one umbrella. You can well imagine Olympics are a boon for this type of company. This year, however, this company (who shall remain nameless, so I am not accused of promotion or slander) is offering another perk: 40,000 lbs of TerraPass carbon offset credits.

I am not saying this company is worthy of shame (that requires analysis by credentials that I do not hold) -- what I am saying is that this company is responding to theories within behaviourial finances -- go where the market is...and the market is fickle.

At the moment green is in. Everything and anything that can attach their name to green, sustainable or ethical initiatives are doing so in droves. This change in corporate behaviour highlights all the important work environmentalists have done over the last four decades; it also highlights the importance of critical mass.

If we get enough people concerned about a topic (whether it's taxes, air pollution, pesticides on our lawn, or the latest violent flick) and business will try to capitalize on that interest.

I am not saying this a negative aspect of our 'free'-market economy.

What I am saying is that it is a predictable aspect of our economy (and an aspect activists and corporations have coopted for years).

Still, there is a powerful aspect to a groundswell movement -- millions of people supporting just one cause. It's even more amazing when those people are not the average activist, protestor, supporter or believer of socio-economic and environmental issues -- and, let's face it, most sports enthusiasts are not. Yet, a vast majority of these enthusiasts who will brave the wrath of supporting the Chinese Olympics are doing so in a more proactive manner (even if there is an argument that carbon off-setting is a greenwash)...and that means that years of shaming and blaming have come out to provide alternatives to our actions. That's growth...and I'm all over that