We’re increasingly living in a world of purpose-led brands, as growing numbers of consumers are more interested than ever in the “big world” issues related to the products they buy, and how they use them. And yet, when it comes to the sustainability sector, we still struggle to apply some of the most basic communications principles to the issues we are trying to solve.
Yes, the issues we tackle are complex, big and important. They create debate and are subject to scrutiny from scientists, government and big business, as well as individuals. But whatever the reason, if we want to create large-scale behavior change and truly engage people in sustainability, we are going to have to cut through this complexity. We must simplify, create clarity, and make it easy and convenient for people to opt into sustainability. Otherwise, nothing will ever change. (…)
Makalenin tam metnine http://www.sustainablebrands.com/news_and_views/behavior_change/becky_willan/overcoming_complexity_perennial_challenge_sustainability adresinden ulaşabilirsiniz.