Earlier this week, the Wall Street Journal published an article that explained how NBC Universal is using its television programming to send a subtle message to viewers to improve their lifestyle. From the article:
The tactic—General Electric Co.’s NBC Universal calls it “behavior placement”—is designed to sway viewers to adopt actions they see modeled in their favorite shows. And it helps sell ads to marketers who want to associate their brands with a feel-good, socially aware show.
This illustrates how the private sector can address problems like global warming and encourage healthy behavior simply by setting a good example–not by legislating or by nudging via choice architecture.
Since NBC’s effort encourages other companies to adopt and be affiliated with corporate social responsibility, I would not be surprised if this had a larger “behavioral” multiplier than the public sector’s efforts.
[Cross-posted at The Lesson Applied.]
Filed under: Economics
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I’m not convinced that the purpose of having these elements is truly to model and influence responsible behavior for its own sake (unless that behavior is to buy GE lightbulbs).
Instead, it’s an opportunity for advertisers to associate themselves with a trendy eco-friendly message. In the same way that advertising surrounding sporting events often has elements of aggression, power, and masculinity, advertising surrounding these shows makes people think that a certain brand is socially responsible.
Greenwashing may be a good advertising strategy, but it may also be counterproductive to actually Going Green. Think, for example, of the commercial shown last year during Green is Universal Week about the inefficient SUV whose seats were made out of soybeans. As soon as the winds of fashion change, NBC and advertisers will pick a brand new fad to use to sell products.
Also, I’m thinking of another institution that tries to influence good behavior. Can you guess what it is?