Persuasive Sustainability

david

“If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.” – David Ogilvy

Last week I was at a conference and I was asked what was one of the main things I would suggest that people do when they start talking about sustainability initiatives. I think I surprised everyone with my answer. I got the impression that they were looking for some deep insight that would part the murky sea of sustainability. I told the moderator that I would recommend that they talk about sustainability in the same language that their coworkers and managers used. Continue reading

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