Yahoo!’s audience of hundreds of millions of consumers provides a rich data set for understanding what consumers are responding to online today, and how this is shifting over time. A recently completed 5-month study, reveals significant insight into the kinds of green content people are responding to most. Erin Carlson, Director of Yahoo! for Good, discusses what types of story and advertising messaging, tone and voice resonate with different types of consumers. Interestingly, not only does it depend on who you're talking to, but also what type of product you’re advertising. It's all about progressing to an enlightened and audience-engaging form of communication on sustainability, that's meant to go beyond the yesteryear cliches of subjective, save-the-planet ideas which make people feel hopeful or warm/bad inside.