Why at a corporate level is the C-suite so hot on sustainability while at a consumer level green/ethical marketing is seen as false / unbelievable?
This great video from Rory Sutherland has a lot of clues on making sustainability branding/messaging work to move sustainability into its next phase where socio/env behaviour change is always part of the brand proposition.
To make campaigns memorable marketing and agency folk need to dig into the specific/small details often buried in the corporate responsibility report. They need to then take this seemingly technical, corporate info and turn it into a unique conversation piece.
The impact of small good ideas will have a far greater impact on making sustainability work, than generic big ideas which no-one will ever listen to.
This will move sustainability away from low end corporate incremental irrelevance and consumer indifference, to a more engaged relationship between all parties.
Making client money and marketing budgets well spent
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