GLRPPR Sector Resource: Mainstream Green: Moving Sustainability from Niche to Normal
Mainstream Green: Moving Sustainability from Niche to Normal
As we all know, what consumers say they will do and what they actually do are often contradictory. Consumers may have the best intentions, but how do we actually motivate them to act on these intentions? This is what OgilvyEarth set out to uncover in their latest research. The findings enable marketers to understand the "Green Gap," the discrepancy between stated intention and behavior when it comes to living sustainably, offer solutions on how to close the Green Gap and reveal the opportunities that exist for the brands who are able to change consumer behavior.
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