INNOVATION | SUSTAINABILITY | HUMAN NATURE
Very concise overview of sustainability marketing by Futerra's Ed Gillespie. Most useful is his discussion of how to market green products to different value groups - "Settlers", "Prospectors" and "Pioneers" (from Pat Dade's Cultural Dynamics http://www.cultdyn.co.uk/). Not about ideological challenge, but about tapping into existing motivations. Much to agree with here, in terms of how too much fearfulness in the environmental warnings saps agency and willingness to act.
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