Should Brands Be Using the "S" Word? Reporting on the UN’s Rio+20 Earth Summit earlier this year, the Financial Times' environment correspondent, Pilita Clark, became so bored of the term ‘sustainable’ and its derivatives that she decided to make life more fun by replacing it in her mind with ‘sensual’: "The world instantly changes: I feel far more cheerful thinking that I am about to hear about 'The Case for Corporate Sensuality Management,' 'Sensual Energy for All' or 'CEOs’ and NGOs’ Views on Innovation and Sensuality.' ” I sympathise with Ms.
Clark. Sustainability is a serious issue — with extremely serious implications for humankind, if not addressed. But if we want more people to act more sustainably, then we are going to have to lighten up a little. I most recently experienced the unique combination of fatigue and frustration that sustainability can inspire in two separate conversations about how to make sustainability relevant to consumer brands.
Method provides a vivid example of how this works in practise. 7 français sur 10 souhaitent des marques plus transparentes.
Etudes Martketing. Ecolo Sceptisme. Humour et DD. Les attentes des Français face au développement durable. L’institut BVA vient de publier les résultats d’une étude qui analyse les perceptions et attentes des Français en matière de développement durable. Une deuxième étude a également été conduite auprès des chefs d’entreprise, afin de mettre en parallèle les actions et attentes de chacun, qui ne vont pas toujours dans la même direction ! D’après cette étude, les citoyens sont manifestement tiraillés entre leurs aspirations individuelles et l’intérêt général : au niveau global, ils expriment le souhait d’un rééquilibrage des enjeux en faveur des dimensions sociales et environnementales. En revanche, dès que l’on aborde les aspirations personnelles des citoyens à court terme, la hiérarchie des priorités change, avec un recentrage sur les éléments individuels : leur santé et de celle de leurs proches et l’amélioration de leur niveau de vie. Pour télécharger les résultats détaillés de l’étude, cliquez ici.
Could "Green Nudges" Be Enough to Push Us in a Better Direction? © TerraCyle This is a guest post from Tom Szaky, the founder and CEO of TerraCycle, the world’s first company that manufactures and packages products from garbage.
I recently came across this article on environmental persuasion on CNN.com, and was inspired by the realism it represented. The article talks about the efficacy of subtle messages – or “nudges” – to encourage eco-friendly behavior. While some people may argue that they don’t want their thinking influenced by subtle messages from others, the fact that the messaging seems to have worked remains nonetheless (not to mention that people’s thinking every day is influenced by other subtle messages – think about TV commercials!) So if these “nudges’ an be used to influence our purchasing habits, can they not also be employed to help us make more responsible choices? Part of the realism of the article was that people are unlikely to make giant leaps towards being more environmentally responsible.
Behavior change © TerraCycle. Opinionpublique : 2007-2012 : les préoccupat... Opinionpublique : 60% des Français déclarent...