Engaging for Sustainability: Unlocking the Potential of User Involvement in Business Activities

Abstract

The success of corporate sustainability activities is dependent on how their consumers use their products. Drawing on an empirical study of business-user interaction during Coldplay's Music of the Spheres World Tour in Gothenburg, Sweden, this thesis explores the potential of user involvement in sustainability efforts. Through qualitative interviews with fans and stakeholders, this research investigates how Coldplay has integrated sustainability into its concert operations and engaged its fans in these initiatives.

The key findings demonstrate that effective business-user interaction for sustainability requires a multifaceted approach. These include leading by example, establishing trust through consistent and credible actions, maintaining strong brand recognition, and offering innovative activities that facilitate user participation. Moreover, the study highlights the necessity of fostering conditions that encourage collaboration, ensuring that sustainability efforts resonate with and are supported by all stakeholders involved.

The research reveals that while user involvement might seem straightforward, it involves complex and deliberate strategies that align closely with the brand’s values and user expectations. From a management perspective, these strategies underscore the importance of aligning sustainability initiatives with overall business goals and adapting engagement methods to fit the business context. By doing so, managers can foster stronger stakeholder relationships, enhance credibility, and drive continuous innovation in sustainability practices.