Forget the 'S' Word: How to Make a Sustainable Lifestyle Sexy and Aspirational

				JUNE 20, 2013



	COMMUNICATING SUSTAINABILITY Browbeating Is Bad and Charming Isn't Enough: Sustainability Stories Should Be All About Stakeholders
	If it's true that sustainability is not mainstreaming as quickly as many of us would like, then a new means of persuasion may be necessary. But I think that the way storytelling is being discussed and pursued has an important limitation that may end up doing more harm than good. Put briefly, it has the story backwards; the story is too often about the teller and not about the listener. READ MORE


	BEHAVIOR CHANGE Mooncup: How to Market the Unmentionable
	In The Green Marketing Manifesto, John Grant admits that there is one product that he had no idea how to sell. The problem is that it goes against prevailing attitudes and doesn't generate a large marketing budget with which to change those attitudes. Grant was talking about the menstrual cup: a soft reusable device that women wear internally during their period. READ MORE



	COMMUNICATING SUSTAINABILITY Forget the 'S' Word: How to Make a Sustainable Lifestyle Sexy and Aspirational
	This is a call for lots less chatter, twitter and yammer about the earth's limits and in place of those, a world of new, real and lively conversations around 'persuasive' limits. The earth may have limits but so does our ability to change consumer and citizen behaviour with sheer will — wanting it to be 'so' is not enough. READ MORE


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	BEHAVIOR CHANGE Crafting Sustainable Consumption Patterns: Nokia's Ecosystem Approach
	At Nokia, we believe changing of consumption patterns requires businesses to play an entirely new and additional role and look beyond the scope of work set by Life-Cycle Thinking. For the creation of a sustainable future, we believe we need to create and evolve a context that inspires sustainable actions and choices. READ MORE



	COMMUNICATING SUSTAINABILITY Rhode Island Whole Foods' Produce Display Urges Consumers to Help Preserve Pivotal Pollinators
	On Friday, a Whole Foods Market in University Heights, Rhode Island found an effective way to illustrate the pivotal role that bees play in our food system by removing all produce items that are dependent on bees and other pollinators. The store's produce team pulled 237 of 453 products — 52% of the department's normal product mix. READ MORE



	NEW METRICS Elephants in the Glass House: Contextualizing Sustainability and Integrated Reporting
	Cutting the fluff out of reporting by looking at some of the root causes of sustainability challenges may help stakeholders to better understand how the majority of companies are part of the problem or can be part of the solution to human survival. As examples, I'll examine the latest, vastly different sustainability reports from Shell and Novo Nordisk. READ MORE


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