For decades sustainability has been sold on better for planet, for people and for close-to-extinction tree frogs. The problem: The only ones to listen are the already converted.
Because the masses want better lives for themselves and a better world that they can experience: value to them, not to the tree frogs. The good news is that this can align with sustainability. The benefits aren’t mutually exclusive. But it all hinges on telling a great story. Solar power can save you money and give you independence. Organic food is safer for your children. And a driving a Tesla makes you look pretty damn cool.
Our proposition is that marketers can help make sustainability so desirable that everyone wants a piece of it, not just the usual suspects perusing the aisles of organic health food stores.
Source: Triple Pundit