Marketing and Comms / By focusing on a handful of easy target demographics, brands exclude swaths of people — the people who most need to be included in the narrative. The next time you brief your agency or write a brand plan, I hope you’ll rethink assumptions of who the sustainable consumer could be. - 2 years ago
Marketing and Comms / The negative framing that accompanies “traditional” climate communications risks turning people off, but exclusively positive framing has its own issues. Long story short, we need both. Here are a few tips for choosing the right one. - 3 years ago
Marketing and Comms / One major reason that most sustainability writing is bad is that it’s written by a microscopic number of smart people who think and talk the same way, unintentionally excluding the bulk of audiences that need to be spoken to. - 3 years ago
Marketing and Comms / The proliferation of ineffective communications is holding sustainability back in its most critical decade. There is no more time for boring, beige writing. We need language that teaches, convinces and inspires — before it’s too late. - 3 years ago