Monday, March 14th, 2011 | Our Philosophy | 1 Comment
Climate change does not have an awareness problem, it has a marketing problem.
For two years Global Cool has been promoting green lifestyles using a highly differentiated approach, focusing not on the problem (rising temperatures, melting ice caps etc), but on the interests of people we’re trying to influence (fun, socialising, being cool etc). After all, the climate doesn’t care why people adopt behaviours that are more green, all that matters is that they do and that we find a solution to climate change.
This week we’re releasing a white paper on Selling Green Lifestyles. It discusses our learnings and results from the past two years of campaigning to reach Outer Directed people. We’re sharing this with our peers and partners so that others may benefit from the insights that underpin our approach and the results that this has generated for us. You can also find a full report on our campaign results here.
In a nutshell, we believe that if we’re going to successfully move sustainable living out of the niche and into the mainstream, it’s necessary to focus like a hawk on the benefits to your audience, and not the climate problem. Some people have used this approach and got it right, and the paper highlights a few examples of campaigns we like. However for the majority, there’s still a long way to go to make green a desirable mainstream proposition.
We’d love to know what you think of the paper, and also hear some of your thoughts on selling green lifestyles, so please leave comments on this post or get in touch with us directly.
A big thank you to Emily Rycroft and Chloe Swart for researching and producing this paper.
We run Global Cool, the only online magazine in the UK truly inspiring the mainstream to live greener
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