Green Futures

How to encourage green behaviour

Wednesday, May 18th, 2011 | Our Philosophy | No Comments

There was an interesting and thought-provoking piece in Green Futures last week about changing people’s behaviour in order to prevent climate change, rather than simply raising awareness – as we’ve said many times before, climate change does not have an awareness problem, it has a marketing problem.

The piece describes behaviour change as “the holy grail” of sustainability. We would wholeheartedly agree with that, which is why Global Cool focuses its campaigns on getting people to make green lifestyle choices based on things that motivate them – mainly celebrity, sex, looking and feeling great.

Global Cool’s Executive Director, Caroline Fiennes, is quoted in the piece. You can read it in full here.

Do you agree or disagree? We’d love to know why so let us know in the comments box below…

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We run Global Cool, the only online magazine in the UK truly inspiring the mainstream to live greener

We create content about music, fashion, celebrity and lifestyle trends. We use this content to inspire people normally turned off by climate change to lead greener lives. We reached more than 200,000 people in 2011 and we don't preach to the converted. In fact, 93% of our audience say we are the only green organisation they engage with.

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