Green actions offer consumer value and environmental benefit
Anna Sampson and Karl Guard
The green mindset has shifted focus over the last six months from green as a save the world lifestyle choice to green as a way to save money. Some brands successfully predicted this shift and are ahead of the curve, others are losing favour. If marketers had listened to consumers, they would have realised that making green more personally relevant was always going to be more motivating, and at the moment nothing is more personally relevant than saving the pennies.
The biggest consumer barrier to...