If I had my own company/product/brand… I would enable my consumers to create as much as they consume. That would be my promise to them and to the world.
Marketing was traditionally a ‘push’ medium – by putting ads in front of mass audiences. We now have ‘pull marketing’ – which engages consumers through alluring content and opportunities to engage. However, likes, shares, and comments are not true interaction, but measly clicks. They are part of the consumerist culture rather than the maker culture. Brands have the budgets, authority, and power to help their consumers CREATE things… which in my opinion will build long-term brand loyalty and help the planet. We can not continue down this path of using up natural resources and continually buying products. I believe people aren’t intentionally swallowing the planet product-by-product, but we have been primed to purchase and consume through the marketing we see 24/7.