Digital technology and a more outward-looking, civic-minded generation is opening up huge opportunities for brands to build deeper, more meaningful relationships with people.
We live in a world where 8 million people contribute to Kickstarter and where 48 hours of video are uploaded to YouTube every minute.
People want to engage with business and brands that serve as platforms for them to participate, contribute, and shine for it – not with brands that do it all. But it requires a different approach – one with contributive design at its heart, a shift from ‘interruption’ to ‘interaction’.
People are choosing brands with a purpose AND want to be co-contributors to change initiatives. By mobilising communities and building movements around issues that they care about we can unlock the power of the crowd for both brand and social benefit
The new P of marketing is Participation. Brands like Lego and Airbnb are beacons for how companies can leverage the power of contribution to build communities of support for business growth.
Mobilising communities and building movements can help your business to achieve exponential impact.
What would it mean for society if business could unlock the abundant potential of citizen participation?