Comments on: Are you experiencing sustainability fatigue?

By: Weekend links #3 – Sustainability & CSR Conversations

Weekend links #3 – Sustainability & CSR Conversations — Fri, 31 Jul 2009 06:45:29 +0000

[...] no.2: A good blogpost on Sustainable Marketing Blog about sustainability fatigue. Saturation around the sustainability concept. This is why we need to [...]

By: Peter Korchnak

Peter Korchnak — Tue, 28 Jul 2009 19:20:56 +0000

@Perrine: I’m adding greenwashing-induced skepticism and information overload to the list of barriers to mass adoption of sustainability. Thanks for the pointers.

By: Perrine

Perrine — Tue, 28 Jul 2009 12:41:39 +0000

Hi Peter,
I could not agree more with your post – totally spot on. Sustainability as a global extraction is a hard sell. It is too much like a ‘concept’ as you said. As communicators or marketers, we need to link sustainability to what really matters to key stakeholders/audiences (e.g., health, saving money, job creation, etc…).
Sustainability is still very powerful to empower people and put more meaning into brands. The way we frame it and present is key.
Also, I believe all the past cases of greenwashing, and all the confusion around the great diversity of eco-labels do not help consumers, who therefore look at green products or companies with huge cynism.
It is our job to make it change! Cheers. P.