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More Great Information on Series Impressions:
Making sustainability relevant to everyone (Sustainable Industries)
Hands up everyone who wants to spread the green message....
But how?
Sustainability is knocking at the door of every business, but why do so many
small and mid-size American business owners deadbolt their minds to more
sustainable practices? Has it ever crossed your mind that they're just naïve
or stubborn or even ignorant? Or is it we green advocates who are at fault?
Clinging to the use of technical language alien to the conversation on
mainstream America, many green business gurus are not reaching a general
population. In these polarized times, how we communicate may even be driving
our cause farther to the fringe.
As OgilvyEarth likes to put it, we need to "Shift sustainability from polar
bears to people."
To make sustainability accessible to mainstream America, the business case
must be simple and engaging, spoken in terms everyone can grasp. At the end of
the day it may be more effective to appeal to traditional American values.
**Emphasizing Traditional American Values**
Margaret Mead once said that the only person who likes change is a wet baby.
And I'd argue that the baby squalls all the way through the process. But if
you want to get someone ...