In such a seamless way, that the switch from traditional (polluting) options is a no-brainer. Mr Musk made Tesla so over-performing on all performance criteria of traditional cars, that no one could find a reason NOT to buy it. Except for the price perhaps. And you can just order it online…
Marketing with a mission, driven by impact.
We have a clear preference for clients on a mission to deliver positive impact to society. We believe marketing should be rebaptised to "Change Acceleration". We can get #sustainable out of its niche & recruit the mass consumer into green consumption (#SDG12)! We are keen to co-create impact with daring leaders, whether they're in B2B, OTC, B2C or NGOs... Be it health, cleantech societal, social, durable, energry-efficiency, shared value, recycling, vegan or organic, we are sector-agnostic but for positive impact projects. Be it societal , social or sustainable, our ambition is to improve the planet we will leave behind and the joyful herd that inhabits it... In short, we look for warm, entrepreneurial rebels that challenge status quo.
We believe that marketing professionals worldwide can help engineers to market their planet-friendly innovation more quickly to reach those necessary masses. Clever marketing is needed to create a desire for sustainable solutions. Consumers are not convinced based on ratio, logic or figures only. They will move if something is highly desirable. A carbon-neutral economy requires a huge behavioral shift here. It's not just switching from strawberry to goji berry flavor. We're asking them to step outside their comfort zone and dare to question current routines. Sustainable needs a story, a packaging... it needs marketing.
A big part of the popuilation will never look for sustainable solutions proactively, so we marketers need to confront them, "despite" themselves
Make it easy : If we think in terms of User Experience (UX), sustainable innovation needs to be made effortless. Access to it has to be nudged towards the masses in such a way that the non-involved will stumble on it.
Easy & simple UX. Fitting the non-convinced or non-seekers' habits. They need to feel that they will not lose comfort, that natural/green/eco/fairtrade solutions can respond to their main purchase driver as efficiently as current solutions, and (just by the way) if it's better for the planet. Even better if it's cool & shareable on instragram. Lower the entrry barriers : make it fun & accessible for non-believers, go where people are.
Will you lead & differentiate, or wait & just comply?
Green arguments are starting to mature and trickle down to all sorts of psychographic segments of the population, yes, true, we WILL advance in the curve of adoption. The question for us is : will we wait till it gradually does that (might be another couple of generations), till governments are forbidding stuff, taxing polluters or until subsidies stimulate green behavior? Or can we jumpstart this change through cutting edge communication, small behavioral interventions, creative stopping power, enabling content marketing, viral sharing.
To marketers : take the challenge and apply your marketing science to your core offer, as you're probably in touch with massive audiences.
To all : If you know a brilliant B2B engineering company with a revolutionary Cleantech technology. If you are aware of a perfect green alternative to meat. If you're in touch with great societal projects wanting to scale up : share this article.
We firmly believe that by sharing our marketing expertise, the shift to sustainable can be accelerated.
Marketing joins the sustainable race!