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As organizations work to align their branding and marketing efforts with their Corporate Social Responsibility (CSR) and sustainability commitments, they are now more than ever looking to engage customers in choosing more sustainable products and services. However, although a vast majority of consumers are enthusiastic about the green movement, they lack the same enthusiasm when it comes to actually spending money and making meaningful adjustments to lifestyle choices.
This presentation explores marketing and advertising as a tool to effectively engage consumers by looking at how we make decisions and exploring our most prevailing and unique world views.
These tools can be applied to a variety of marketing and communication contexts to create messages that overcome “green fatigue”, inspire sustainable behaviour change, and enhance customer loyalty.