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Get Going with Green
Closing the Sustainability Gap
Get Going With Green (English)
Get Going with Green
Closing the Sustainability Gap
             Kunal Sinha
           Michael Griffiths
There is a yawning gap between people’s claimed
          and actual sustainable behavior.
 At OgilvyEarth, we call it the Sustainability Gap.
We
 

are
 

drowning
 

in
 

rhetoric.
 


Our
 

words
 

and
 

debate
 

have
 

overshadowed
 

our
 






                                                                                                                       Get
 

Going
 

with
 

Green




Yet,
 

sustainable
 

behavior
 

holds
 

hope
 

for
 

us
 

as
 

human
 


CONTENTS

What
 

is
 

the
 

Sustainability
 

Gap?
 






Why
 

focus
 

on
 

individuals
 

&
 

families?
 



How
 

do
 

people
 

learn
 

about
 

sustainability?
 



Which
 

consumer
 

segments
 

are
 

most
 

likely
 

to
 


embrace
 

sustainability?
 



China’s
 

Greenest
 

Brands
 



Future
 

pathways
 

for
 

individual
 

&
 

corporate
 


behavior
 

change


Recommended
 

reading
 



A
 

word
 

about
 

research
 

design
 

&
 

sampling
WHAT IS THE SUSTAINABILITY GAP?   W




                                  1
 


                                      1
As
 

much
 

as
 

the
 

Sustainability
 

Gap
 

must
 

be
 

exposed,
 

under-­‐
                  stood
 

and
 

closed,
 

it
 

comes
 

with
 

an
 

opportunity.
 

When
 

people
 


                  claim
 

they
 

are
 

being
 

green,
 

it
 

is
 

because
 

they
 

already
 

have

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Get Going With Green (English)