Brand karma is a new concept that encourages brand and corporations to act with integrity and ethics in all discourse. Multinationals wield an immeasurable amount of power in the world in the economic, environmental, social domains. That is why brand karma aims to deal with the corporate giants, because it is their actions that impact the world to the greatest degree. However it is consumers and civil society that are in control of corporations, they are the ones who encourage corporations to act in a certain way and to satisfy the wants of their consumer market. Through the realization of brand karma consumers can voice their desire for environmentally friendly and ethical management by the corporations whose products they choose to buy or otherwise. Social activism and the globalization in the internet arena has brought people and nations together, emphasized a common future, acknowledging that the problems of global warming, under development, poverty and consumerism are now in the international arena and have become an internationally shared dilemma
So what exactly is brand karma? Brand karma is the notion that if massive international corporations act unethically – whether it concerns employees, environment or development in developing countries consumers will acknowledge their bad brand karma and continue to condemn the brand, resulting in bad brand reputation. Brand reputation is highly important to the success and profitability of companies world wide. It is through their consumer that brands and corporations exist and therefore it is up to consumers to tell brands that certain behavior will be rewarded in loyalty while others will be unacceptable and intolerable.
For example the waste epidemic is one of particular brand karma concern. A Push for economic growth over the past 50 years has transformed the world we know – everything is in a circuit of productivity – toxic waste dumps and waste-trading are an astronomical part of the problem. Wealthy Industrialized and International corporations exploit the relaxed environmental efforts in developing countries and trade waste. The developing countries, often desperate and lacking in GDP are willing to take to rubbish in order to appear to be an attractive and favorable foreign investment ground. Brand and corporations who engage in this waste off loading should be named and shamed through the use of brand karma. Given enough criticism and activism brands have no other choice than to reverse the damage they have caused in order to regain their consumer market. Brand reputation is the be all and end all of corporations and brands, brand karma ensures that companies can no longer get away with unethical or environmentally unsound discourse without doing severe damage to their brand reputation – ultimately enduring bad brand karma bought about by their own reckless brand behavior.
Brand Karma is a new paradigm that suggests money and profits aren’t the only concern. Brands are starting to realize the importance of the no-longer complicit consumer as they unite in social activism to combat the often disastrous effects of arrogant multinational corporations in off shore development, waste disposal and of environmental hazards. Brand karma ensures that brands cannot afford to act without an ethically and environmentally sound approach. Brand Karma makes for a better world and future.
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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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