OK, so you’ve got a proposal for a sustainability project that needs approval. Before you dive into your usual approach, take a moment to ask yourself: “How would a copywriter approach this?”
It’s a lovely illusion – the myth of the rational human being – but is it “true”? Does it match the reality you’re dealing with? Or are you meeting resistance?
Many sustainability people I meet are full of stories about “the evil of marketing”. To me, it’s a powerful tool that changes human behaviour – so we’d be much better off taking the tools it’s developed and using them to deliver the change we want to see in the world.