This time, it’s about consumers, ‘co-creation’ and ‘crowd-sourcing’… A clever marketing strategy/wheeze through which brands keep their consumers emotionally attached (and financially committed) by inviting them to ‘co-create’ new ideas for products and services.. Can’t fault the basic logic of this approach..an enthusiastic pipeline of free ideas that could potentially generate new markets and make lots of money.. ! Aside from the odd (accidental?) reference to a consumer idea that has yielded a lower carbon, more energy-efficient, recyclable or social innovation, wouldn’t it be exciting if brand marketing strategies undertook to systematically harness these new consumer ‘co-creators’ to the sustainability challenge, as part of their contribution to a world with finite resources.. A commitment to ‘better’ choice…not just ‘more’ choice… Step forward Citizen Brands, wherever you are….