stern on brands
We joined an interesting panel a few days ago with Sir Nicholas Stern (speaking above), author of the influential Stern Report on climate change (the first to really frame the issue in economic terms). He offered suggestions on the role of brands and marketers in the sustainability movement.
He said that the answer is not to expect consumers to change their behavior by becoming "monastic" (I agree a lot of the traditional "eco-brands" take this "guilt trip, wear a hair shirt" approach, which just turns off the majority). Instead, he said it’s up to brands and businesses to offer up more environmentally-friendly alternatives in ways that doesn’t involve sacrifice or compromise. Instead, inspire people to act greener. Frame it instead in a positive, optimistic light.