Tell Us How You Feel With A Text ReviewThis episode examines how brands approach sustainability in their marketing efforts, identifying two primary strategies: the "Trust Us" approach, where companies highlight their own environmental credentials, and the "Do More" approach, which encourages consumers to alter their lifestyles for the planet. It highlights the risks associated with both, noting that "Trust Us" can lead to accusations of greenwashing, while "Do More" often struggles due to consumers' unwillingness to sacrifice cost, quality, or convenience. Ultimately, it advocates for a "Win-Win" strategy, where sustainable products and services offer tangible benefits to consumers, making eco-friendly choices more appealing and accessible by removing the perceived trade-offs. This approach emphasizes that true sustainability should align with consumer value, enabling brands to drive significant positive change beyond mere marketing.If you are interested in the original source material for this episode, just reach out to Gordon for a copy.

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