23 February 2023
Written by Dr. Simon Collister, Director at Human Understanding Lab, UNLIMITED
UNLIMITED’S SIMON COLLISTER LOOKS AT DATA FROM HIS AGENCY’S HUMAN UNDERSTANDING LAB ABOUT PEOPLE’S THOUGHTS AND ACTIONS AROUND SUSTAINABILITY. READ ON FOR HIS TIPS ON ‘NUDGING’ PEOPLE IN THE RIGHT DIRECTION.
There has been much publicity in recent months about marketing’s negative impact on attempts to achieve a more sustainable future. From questions about advertising’s carbon footprint to taking on fossil fuel giants as clients – or perhaps it’s the most fundamental critique of all: promoting greater, not always necessary, consumption.
While not seeking to dismiss these critiques, what if we shifted our attention from these headline-grabbing negative stories and refocused it on marketing’s most powerful asset, consumers?
Given brands’ ability to creatively engage and influence customers, can we use this power to create a more positive and optimistic narrative, and drive change for the better?
Read the full article in The Drum here.