EMOTIONAL CAPITAL FOR THE TRIPLE WIN

Amber presents sustainable transformation strategies for consumer-facing businesses in this guide.

The author aims to offer action steps to move businesses from “superficial greenwashing” to “real, lasting sustainability.” Her “triple win” approach puts people, the planet, and prosperity at its center, aiming to balance all three for a comprehensive and inclusive approach to sustainability. The triple-win model focuses on working toward three goals: economic (by choosing green and healthy products), environmental (by living simply and consuming less), and social (by buying ethically and sharing responsibly). According to research cited in the book, sustainable consumption benefits the well-being of humans and the natural world in which they live; however, up to 90% of purchases are made impulsively, resulting in needless waste and psychological dissatisfaction. The author posits that businesses and individuals must work to promote more thoughtful and sustainable consumption; instead of capitalizing on purchases made because of stress or fear, she asserts, companies can educate and empower customers to make better choices. According to Amber, companies should avoid taking a patronizing tone in their marketing and promote sustainable practices and highlight their benefits. The book also advises businesses to focus on customers who share such values, while also supporting local communities. On the consumer side, the author believes that people must work to understand the link between emotional dysregulation and overconsumption. Practicing mindfulness and pausing before purchasing can help reduce unnecessary expenditures, she says. The author concludes with a call to action for business leaders to “support the equilibrium of life, act as custodians of existence, and ensure that the next generation survives and thrives.”

Over the course of this book, Amber’s robust research, precise definitions, and extensive citations make for an intellectually rigorous read. However, although the author is clearly knowledgeable and passionate about the subject matter, the prose could benefit from a plain-language rewrite to ensure audiences outside academia can access its message. For example, the book’s central concept, emotional capital, is explained in a convoluted way: “I build on the definition of Cottingham’s emotional capital as a tripartite concept, which is composed of (1) emotion-based knowledge, (2) emotional management skills or competencies, and (3) capacities to feel that link self-processes and resources to group membership and social location.” In the rare instances of simpler prose, the concepts become clearer, as in the author’s assertion that impulsive consumption is problematic because purchases “become waste or unnecessary items, turning fitness devices into mere clothes hangers.” Diagrams such as the “Iceberg model of sustainable consumption” and a chart of 50 innovative business strategies aid comprehension of the otherwise dense text. However, the book leans heavily on specialized terminology and layered concepts, as in a section that explores the many forms—and lengthy definitions—of consumption alongside modern movements, such as voluntary simplicity. Also, the book’s emphasis on analyzing the micro (or individual) level of consumption research crowds out deeper analysis of research at the organizational and systemic levels.

A well-researched examination of consumer behavior that risks alienating readers with overly dense prose.