Sustainability’s pricing issue: How to empower low-income consumers

Damien le Castrec

Looks at how marketers can ensure that income is not an exclusionary factor in promoting sustainable/green behaviours.

"The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner"

Philip Kotler

The world is on fire and scientists are clear: we must act now or it’s too late1.  And in ‘we’, there’s us: the marketing community. Because yes, our industry can (and should) play a role in helping fight climate change.

In 2015, the UN and world leaders agreed on a “responsible consumption and production” as one of the seventeen Sustainable Development Goals.

And...

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