Green don't sell

Marketing embodies optimism, abundance, dreams, and the allure of immediate rewards. Sustainability, often—and today more than ever—evokes fear, visions of distant apocalypses, and the hope for a better world for future generations. In the realm of strategy, the persuasive tactics of marketing have consistently reshaped consumer behavior and cultivated new desires. Sustainability strategies, by contrast, despite decades of sincere effort, have struggled to drive substantial change or instill a sense of urgency in people’s minds. Is it not time, then, to forge a new narrative? How can we harness the power of “traditional marketing” to create a new kind of marketing, a new approach to be applied precisely to sustainability? What insights can we draw from the worlds of marketing, consumer behavior, and social psychology to revolutionize our narrative? This book is not merely a call for change. It is a roadmap for transformation. These pages aim not only to redefine the narrative of sustainability, but also to serve as a pragmatic guide for professionals and companies, large and small, seeking to make truly effective investments in this field. It is a journey toward a present in which sustainability is not just a buzzword, but a way of life—driven by compelling narratives that resonate in people’s hearts and minds, within a new, abundant, rich, and generous framework.