It needs to cascade from the 10-15% niche of early adopters to the mass-consumer. From convinced idealists to more indifferent pragmatists.
Marketing skills are vital to help reach scale beyond the current niche of eco-conscious consumers. We see our job as marketers to make positive use of all the marketing science. We know how to reach the mass consumer. in order to have a significant impact on the planet, a fact-based / scientific doom & gloom approach doesn't trigger action.
We need to inspire the indifferent. Ignite the desire. Habit change must be AND sustainable AND sexy.
In a globalized world, multinationals are continuously competing for our attention. With limited resources, eco-friendly alternatives need to use the most advanced and clever strategies to achieve stopping power & conversion, mostly without big budgets. Now sustainable entrepreneurs don’t like the M-word. But they do want to reach the masses fast. Marketing is a tool to get there.
So we now call it “Change acceleration” from now on.