Many Americans often face ridicule when they adopt sustainable lifestyles. It's time to dispel the social stigma and create a mainstream movement
A dramatically different approach to marketing and positioning of sustainable products, services and lifestyles is required to make sustainable living mainstream. It can be done with a radical little idea called normal — and thus far, we've been making sustainable living anything but.
Over the past year OgilvyEarth has spent a lot of time trying to understand the gap between what people say they're going to do and what they actually do when it comes to living and consuming more sustainably. The group we've been particularly focused on is what we call the Middle Green, the 66% of Americans (and 50% of Chinese; we're rolling the study out to other markets now) who have the best of green intentions but fail to fully act on them.
See full Article.
Posts
