Confront green scepticism
Vincent van den Berg and Peter Mulder
DDB Amsterdam and GfK
Consumers are bombarded with green messages and have been victimised by sustainability communications. They must be the heroes again if we truly want to tackle the threat to the planet
Sustainability matters. And it will matter even more in the future. More and more companies are jumping on the green bandwagon – voluntarily or because they had to. Many act on the spur of the moment, motivated by ideology, impulse or instinct. They often structurally lack the know-how needed to handle the issue well.