Fairphone brand helps users practice sustainability in everyday life

What is it about?

How can we grasp the space between society, brands and technology? One option is to explore peer-to-peer-problem solving communities (P3-communities). Such organically grown groups are collectives of technology users who principally communicate online. It is a type of online community increasingly used by brands for co-creation. Users of the Fairphone brand usually in some way are committed to social change in the sphere of production and consumption of information and communication technologies (ICTs). The smartphone brand Fairphone is an example of a company that helps its users to use ICTs in a more responsible way. Research shows online activity within the Fairphone brand community stands in relation to on-site sustainable practices. Earlier research had shown that social group membership boosts self-esteem. Users of the Fairphone brand may be few, yet they are committed to foster social change in their social environment. Their social group membership boosts self-esteem so that they adjust their own actions towards more sustainable practices.

Featured Image

Photo by Rodion Kutsaev on Unsplash

Photo by Rodion Kutsaev on Unsplash

Why is it important?

Findings show that the social strategies of online groups can help users adjust individual use practices of Smartphones and related applications towards more sustainability. The Management of online brand communities can support transformations towards sustainable markets, by ensuring that, when new practices are adopted, they are maintained