Sustainability Marketing Needs ‘Here’s How’ Not ‘Just Say No’

By  – Huff Post Business

In the 1980s, the Advertising Council attempted to empower people — mostly young people — to ‘Just Say No’ (to Drugs). While the effectiveness of the campaign is questioned today, it is often cited as an example by people seeking to encourage behavior change.

Because balancing the issues around climate, health, wellness, societal ‘good’ and cost are interrelated, the question is far more complex than a simple Boolean (yes/no) choice. Because these goods often come with a higher price, for example, people may find themselves torn between the immediate needs of their family with the longer-term benefit to the planet or society.

Continue reading – Huff Post Business