Use emotions to elicit response to a brand's green value appeal

Leslie Pascaud

Evidence suggests that the growing preoccupation of European consumers with sustainability and ethical issues is having an impact on their choice and rejection of brands.

Use emotions to elicit response to a brand's green value appeal

Leslie Pascaud

Remember when the marketing department was the hub of innovation? Marketers took on the role of team leader, pulling together different parts of an organisation and encouraging collaboration to drive positive change and long-term revenue growth.

It is worth reminding ourselves how marketing was defined 'back then': the creation and commercialisation of products and services that respond to consumer needs and desires. Today, marketers have lost their traditional role, as they have become overly preoccupied with communication, spending too much time talking rather than doing.

Enter sustainable...

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