P&G, Macy’s, Hyatt, NHL Step up Commitment to Sustainability
by Vikas Vij
Global brands are increasingly willing to include sustainability as one of the key factors in their decision-making process. Caring for the society and the world is a human emotion that motivates an average consumer, and companies are keen to feed this natural human drive in addition to feeding the consumers’ individual aspirations through their brand.
Innovative tools and technologies are now available to help analyze consumer behavior in a more scientific manner with respect to sustainability. Behavioral tracking, browser fingerprinting, location-based identifiers and super cookies are some such tools. Companies are using the data mined by these tools to step up their commitment to sustainability.
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Vikas is a staff writer for the Sustainable Development news and editorial section on Justmeans. He is an MBA with 20 years of managerial and entrepreneurial experience and global travel. He is the author of "The Power of Money" (Scholars, 2003), a book that presents a revolutionary monetary economic theory on poverty alleviation in the developing world. Vikas is also the official writer for an international social project for developing nations "Decisions for Life" run in collaboration between the ILO, the University of Amsterdam and the Indian Institute of Management.
