What is Brand karma? While some may be confused by the concept of brand karma, it really is very simple. The long known karmic flow extends beyond the individual, beyond cities, nations to even corporations. It imparts the idea that what goes around comes around, that when you do good, inevitably that good will be returned in one way or another.
Most believe this to relate to the individual but what brand karma aims to illuminate is that international brands and corporation look to the same kind of ethos insofar that it impacts and influences the way they act and the decisions they make. The idea is, that if civil society insists that corporations be held accountable for their actions, encourage karma to affect both corporations and individuals alike. In the end, the world we live in is one shared between us all and therefore everyone’s actions no matter how big or how small must be imbued with a stronger sense of eco-awareness and consciousness. Because brands are the king pin players in the globe, their actions have far greater consequences, however a lack of corporate responsibility tends to follow the impacts of those actions. If society encourages the concept of brand karma, corporations will act accordingly. The days of environmental recklessness, employee mistreatment, unethical management are still prevalent in the corporate world. Take for example the recent Greenpeace expose that reveals massive international brand names like Kentucky Fried Chicken and Walmart to name a few, were playing a big part in the acceleration of global warming and environmental devastation in Indonesian rainforests also home to the endangered Sumatran Tigers and Orang-utans.
This is exactly why brand karma is such a crucial concept to uphold and implement. Brand reputation is what makes and breaks companies - it is what ensures their long and successful lifespan or their quick demise. When they act unethically it is up to civil society to hold them accountable for their actions, without the consumer corporations are unviable. Because of Walmart’s and KFC’s bad actions, they receive bad brand reputation that will influence them to act with better morals and an eco-conscience in the future. Furthermore is sets an example to other international corporations that acting without environmental care or ethics is unacceptable and the company will suffer bad brand reputation. Brand karma is important and integral in shaping the future of our world.
When companies and corporations act with good brand karma they will increase their good brand reputation effectively increasing their profitability and consumer market. While the concept is growing, brand karma has made corporate responsibility a top priority. Environmental efforts are of increasing importance when it comes to brand choices and consumption. Brands and corporation have to listen to their consumers to ensure their success - if the consumer says brand karma matters, then corporations will act with good intentions to increase their own brand karma!
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Brand Karma - help everyone make better brand choices and influence brand behavior and brand reputation for good.
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