Green marketing: Sustainability interest wanes
Marcia RooseveltSaatchi & Saatchi New YorkKelly PetrichSaatchi & Saatchi S
A US study looking at how willing people are to change behaviour towards more sustainable brands found that men and high earners were the least likely to buy green products.
We have been referring to people as consumers for so long, we don't even hear ourselves saying it. Yet, as overconsumption compromises the planet's health and people's health, we question whether the very idea of consuming and consumption requires a cultural evolution. If so, what is the model for future growth and...