The Change on Branding - Jerry Speaks on TreeHugger
Jerry’s series of posts on TreeHugger are attracting a lot of attention (at last look, the second post received 513 Diggs!). This makes us Changers very happy and excited because if there’s one thing we want people to do, it’s to keep talking and sharing ideas and information. Here’s part of last week’s post. Go to TreeHugger to read more and visit daily for all your green and sustainable news.
[This is the second in a series of five guest posts (on Thursdays) that Jerry is writing for TreeHugger, taking a look at the importance of brand strategy and effective marketing for green and ethical businesses. For post one, click here.]
by Jerry Stifelman, The Change Strategy
“The key to marketing sustainability is making it relevant to values consumers already hold. Instead of trying to convince people they need to care about “sustainability” — it’s more productive to talk to them about honesty, responsibility, fairness and innovation - all the things sustainability, at its core, is about.
A quite impressive 1.4 million people read Treehugger in the course of a month — yet that’s not enough to sustain a movement. For sustainability to be sustainable, it has to instigate a permanent structural change in how MOST PEOPLE live their lives. To reach a majority of people, we need to make our values relevant to a majority of people. And the majority of First World earthlings don’t wake up planning to save the planet. Instead, they’re hungry for breakfast, concerned about their family, curious about the newest episode of CSI, and wondering how they’re going to get through their day. It’s important to understand what captures the imaginations and anxieties of the folks outside our 1.4 million circle of tree huggers. Here are some numbers…”
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