Crafting environmental change agents: An ecosystem approach

This paper discusses a new role for businesses in greening the consumption patterns. A role which is beyond the scope set by life cycle thinking and is underlined by what author calls `Brand Environmental Responsibility´. The author also proposes a new `Ecosystem Approach´ that the businesses can take to accomplish their brand environmental responsibility. Nokia has been following this ecosystem approach in India since 2011 and finds it much beneficial in comparison to its traditional marketing approach for playing its part in greening of the consumption patterns. We are using this approach for engaging, enrolling and inspiring people to lead a sustainable lifestyle. It builds on the ecological principles by which the natural ecosystems operate. This approach is helping us in evolving and practicing a distinct and much beyond the ordinary role for ourselves in making the consumption patterns sustainable.