A new article in the Journal of Marketing authored by researchers from the University of Kentucky, Arizona State University, and Pennsylvania University sheds light on how an ambassador role to advocate for a cause impacts one’s prosocial behaviours. The paper, set to be published under the title “The Prosocial Ambassador Effect: Adopting an Ambassador Role Increases Sustainable Behavior”, explores the dynamic wherein individuals support a cause through ambassadorship and the subsequent enhancement of their prosocial actions.

This research emerges against increasing corporate responsibility initiatives, such as those by the apparel company Tentree, which has launched an ambassador program to rally consumers dedicated to a more sustainable future. Tentree’s initiative encourages participants to inspire others to adopt greener practices. In a parallel initiative, the 5 Gyres Institute promotes a program where global ambassadors commit to a plastic-free existence, advocating for a culture of reusability and raising awareness about the enduring harms of plastic use.

Amidst a broader corporate shift towards sustainability, exemplified by moves to cut down on single-use plastic bags, this study delves into the mechanics of ambassadorship in fostering cause support. It specifically examines how personal commitment to prosocial behaviour—such as opting for reusable shopping bags—and its promotion to others further individual practices and motivate others towards similar behavioural shifts.

The researchers address two primary questions: what does it take for a consumer to become a prosocial ambassador, and how does this role affect their future prosocial behaviour? Corinne M.K. Hassler elaborates on the concept, distinguishing these ambassadors from traditional brand ambassadors and influencers. These prosocial ambassadors are not directly affiliated with the brands they support and are not necessarily compensated. Their influence is rooted in genuine personal commitment and promoting sustainable behaviours amongst their peers.

Through a series of four experiments, the research team observed that grocery shoppers who embraced the ambassador role were more likely to continue using reusable shopping bags compared to those who did not promote the behaviour interpersonally. The findings underscore an “ambassador effect” that not only promotes a collective identity among consumers but also boosts prosocial behaviour beyond individual efforts alone.

Key insights from the study include the recognition that combining personal commitment with promoting prosocial actions significantly amplifies sustainable behaviours. It also highlights that fostering a collective identity among consumers, transitioning their self-conception from “I” to “we”, can drive further prosocial activities. Notably, the study notes that such ambassadorship does not require financial incentives, sharply distinguishing it from referral programs that often rely on such incentives.

The study offers several takeaways for marketing leaders and stakeholders. Maura L. Scott points out that understanding the contexts in which such interventions are effective is crucial for designing successful ambassadorship programs. The cost of inducing such roles is relatively low, requiring minimal time and financial investment while potentially generating additional revenue through related product sales.

Furthermore, the potential longevity of these effects suggests that organisations could use ambassador programs strategically to maintain engagement with consumers over time, deepening relationships and enhancing brand loyalty and reputation.

The research presents a pioneering approach to utilising marketing strategies for societal benefit. It demonstrates that by acting as prosocial ambassadors, consumers elevate their sustainable behaviours and contribute to a broader positive impact, creating a synergistic benefit that supports both the individual and the community. This innovative model offers a practical yet impactful way for organisations to engage with and sustain consumer interest in prosocial activities, ultimately fostering a more sustainable society.

More information: Corinne M.K. Hassler et al, The Prosocial Ambassador Effect: Adopting an Ambassador Role Increases Sustainable Behavior, Journal of Marketing. DOI: 10.1177/00222429241265000

Journal information: Journal of Marketing Provided by American Marketing Association