Making sustainability resonate with human psychology | WARC | The Feed
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Making sustainability resonate with human psychology
By adjusting the complex and technical issues and solutions of sustainability in a way that resonates with people’s collective and individual psychology, marketers – and policymakers – can advance their success rate among all stakeholder groups.
Why it matters
Marketers and policymakers need to translate sustainability issues and solutions from the technical to the human. In that way, say Andy Wilson and Paolo Mercado of Ogilvy Asia, it becomes possible to reframe risks, threats, opportunities and solutions in ways that make sense to people, in terms they can respond to, and in ways that trigger positive action.
Takeaways
- Make climate...
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