Most people’s wallets are slammed shut right now, and an unthinkable number of people face unemployment and loss of business. The coronavirus pandemic offers a painful and unique opportunity to re-envision the economy we want and how we get there.
Business is driven by consumer demand. When there is a great demand, business expands. When there is little demand, business contracts. Government policy aside, this is what shapes the economy.
The good news is that the majority of U.S. consumers want to buy purpose-driven brands that support sustainability. However, despite our intentions, the vast majority of us don’t consistently shop in a way aligned with our values or desires for a sustainable economy.
Here’s how to think about changing consumer demand: Imagine a rider on top of an elephant, trying to get the elephant to go down a specific path. Our mind, intellect and will power (the rider) and our emotional body (the elephant) need to be aligned to make any progress …
To continue, read my guest blog on Green Biz.