Just like kids often need rewards to clean their rooms, consumers can be nudged into more sustainable choices with the right framework — without the guilt trip.
Brands often focus on making sustainability easy, practical and affordable (and brown, for some reason). But what about making it irresistible? Some consumers need more than facts — they need a little gentle parenting.

Marketing is becoming inextricable from sustainability. Marketers must collaborate with other departments closely, gather accurate knowledge and work out how to share brand attributes in a humble and credible way. Our Emma Samson explains how today’s sustainable marketer must don many hats to satisfy internal and external stakeholders — turning their storytelling superpowers to influence behaviour and drive positive change.