As I wrote in my last post, delivering “social proof” to consumers and organizations is likely key to persuading around the concept of sustainability. Whether its consumers or corporate decision-makers, the “masses” have to start to sense/see/read/hear that a lot of people/organizations they know are already pursuing sustainable life … Read on >
Why do people do what they do? This has long been studied to benefit the marketing of goods, but how can we leverage what we know about human behavior to forward the sustainable practices of consumers and organizations? With that in mind, I revisited Robert Cialdini’s now-classic book, INFLUENCE: … Read on >
How women buy and how they work/lead is big news these days – no matter what brand, category, industry or organization. When you think about how to start to change the culture around sustainable life and business practices, women also appear to be worth serious consideration. This is particularly … Read on >
I received another Springwise newsletter in my inbox today, a few days after reading the most recent issue of Fast Company, and the contents of both made me realize: for the most part the entrepreneurial ideas or trends that are being covered by the majority of even not … Read on >
Perhaps I’ve not been clear enough lately. Just as marketing to women really should not have been some hugely new concept when it started getting noticed a decade ago, so too should marketing to the sustainable consumer NOT be considered a whole new, hard to learn, concept. In both cases, … Read on >
It’s difficult to change thinking in a society that has been both quite patriarchal and quite unsustainably-minded for some time. Considered from an anthropological view, these sorts of things could take hundreds, if not thousands, of years to evolve. But still (!) – especially in marketing – the consumers are … Read on >
These days “the next big thing” apparently matters a lot less to consumers, and this cultural shift should certainly influence the way brands develop products and marketing strategies for the near future. Consider what Nancy Koehn writes in a Harvard Business Review article entitled “American Consumption and the New … Read on >
A few years ago, the trend predictions were that consumers and businesses would start to go “green.” How true it was! Today, “green” has morphed into “sustainability,” and that concept is by no means a short term trend, but a much longer term movement. Because of that, many brands (but … Read on >
What motivates the average person to engage with the tough societal issues? That’s a question I’m deeply exploring in both my work and master’s studies these days. An article by George Marshall in Yes Magazine helped me put some framework around the psychology of climate change denial, specifically, and … Read on >
There’s nothing like going back to school to get a fresh perspective, and – wow – have I been learning some fascinating stuff since I stared working toward a master’s degree in socially responsible business and sustainable communities through Goddard College. The ideas and connections it is sparking, in fact, … Read on >
Author: Deborah Tannen
Men have a more asymmetrical, positioning approach to communication, while women have a more symmetrical, connecting approach. This is a classic worth revisiting frequently.
Author: Daniel H. Pink
R-directed thinking (often referred to as the more feminine type of thinking) is starting to get its gender-neutral due, and people who can think more holistically are seeing the rewards in this new conceptual age.
One man’s evolution from successful conventional business thinker to practically iconic sustainable business thinker. Anderson’s book is a great entry point for any businessperson considering sustainable development.
