Better Innovation for a Better World

“In a world where major challenges—including environmental crises, social justice concerns, and health emergencies—are increasingly paramount, is there an opportunity for marketing academics to make a more significant contribution to innovation practices that seek to directly address issues fundamental to the human condition?”

Today’s headlines are filled with stories about the urgent need for businesses to take action on sustainability, corporate responsibility, and ethical consumerism. However, firms often struggle with how to integrate these goals into their innovation strategies without compromising financial success. A Journal of Marketing article examines the evolving role of innovation—and marketing more broadly—in shaping consumer behavior, corporate strategy, and public policy to align with Better World (BW) objectives.

The study finds that innovation can be a powerful force for societal good, challenging conventional approaches that prioritize profit over broader societal well-being. The research team explores how businesses can leverage innovation to drive BW outcomes, addressing pressing global challenges like environmental sustainability, social equity, and ethical consumerism.

Marketing to Shift Consumer Perspectives

The researchers discover that effective marketing goes beyond merely promoting products—it involves rethinking how value is created, communicated, and delivered. They argue that BW-oriented innovations often fail not because consumers reject sustainability but because of how these innovations are positioned. Many consumers perceive trade-offs between BW features and traditional product attributes such as price, convenience, or performance. For instance, sustainable products are sometimes seen as less effective or more expensive, making them less appealing to mainstream consumers.

To address this, the study explores alternative positioning strategies that align BW innovations with personal benefits consumers readily value. The researchers find that marketers can significantly increase adoption rates by framing BW innovations as:

• cost-effective,
• high-performing, or
• status-enhancing.

For example, marketing sustainable fashion as trendy rather than purely ethical has proven to be a more effective strategy for shifting consumer behavior.

The Roles of Engagement and Tech

Another key insight from the research is that engagement methods play a crucial role in driving BW innovation success. Traditional top-down approaches that emphasize corporate responsibility may not be as effective as participatory strategies that involve consumers and other stakeholders in co-creating solutions. Crowdsourcing, gamification, and social influence tactics can increase consumer engagement with BW initiatives. However, the findings also highlight the risks associated with these methods, such as potential biases in crowdsourced innovation and the unintended consequences of relying on consumer-driven solutions.

The work also examines the role of technology in BW marketing. AI and data-driven marketing hold promise for advancing BW goals, but they also introduce ethical questions. The authors find that although AI can enhance personalization and optimize sustainable consumption choices, it can also perpetuate biases and reinforce existing consumption patterns that are counterproductive to BW objectives. Businesses must navigate these trade-offs carefully, ensuring that AI-driven marketing aligns with ethical principles and consumer trust.

BW Innovation as a Core Business Principle

From a corporate strategy perspective, the study identifies critical factors that determine the success of BW innovation. Organizations that embed BW goals into their core business models, rather than treating them as peripheral Corporate Social Responsibility (CSR) initiatives, are more likely to achieve sustained impact. The study finds that firms who integrate sustainability into product design, supply chain operations, and marketing communications tend to outperform competitors who treat BW efforts as an afterthought.

The research also explores how policy interventions can support BW marketing. Regulatory frameworks, financial incentives, and industry standards can create environments that encourage businesses to prioritize sustainability and ethical practices. However, the study reveals that mere regulatory compliance is not enough—firms that proactively engage in BW innovation gain competitive advantages by building stronger brand loyalty and consumer trust.

“Firms that proactively engage in BW innovation gain competitive advantages by building stronger brand loyalty and consumer trust.”

Marketing as a Catalyst for Positive Change

For marketers, the study underscores the importance of aligning BW innovations with consumer needs and values, rather than relying solely on moral appeals. For businesses, it highlights the necessity of integrating BW principles into core operations to drive both social impact and financial success. For policymakers, the research suggests that well-designed incentives and regulations can amplify the effectiveness of BW initiatives.

Ultimately, the authors call on business leaders, marketers, and policymakers to rethink how marketing can serve as a catalyst for positive change. By adopting innovative strategies that align consumer desires with BW objectives, organizations can contribute to a better world while maintaining strong market performance. The time for action is now—those who embrace BW marketing will not only benefit society but also secure long-term success in an increasingly purpose-driven marketplace.

Source: Darren W. Dahl, Charles H. Noble, Martin Schreier, and Olivier Toubia, “Better Innovation for a Better World,” Journal of Marketing, 89 (6), 100–118. doi:10.1177/00222429251322774

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