Making sustainability sexy
Curt Rosengren on Environment & Sustainability
Important as it is, sustainability's sexiness factor still rates somewhere between a pair of comfortable old shoes and a warm sweater. Good to have, but nothing to set the pulse racing.
Here's an interesting article from Grist magazine that takes an advertising view on what needs to be done to give sustainability a sexier (and consequently more desirable to the masses) spin.
The article has ideas from several marketing agencies, including these thoughts from Mike Longhurst at McCann Europe...
1. Define sustainability clearly, in no more than six simple points, and reinforce it with unified labeling (the next-generation three-arrow recycling icon, you might say).
2. Put brands behind the issue, not the issue behind the brand: 'I'm saving the world. You can buy this and share in the success.'
3. But don't focus on the 'worthy' at the expense of consumer enjoyment. To achieve this, two propositions ('Good for me! Good for the planet!') must be creatively melded into one.
How about you? Any thoughts on how to make sustainability more sexy?