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Pitching Climate Change to Consumers

Posted on August 10, 2008

Recently I wrote about the rise of conflicted consumers who want greener options but don't want to go too far out of their way to get it. Is this fairly passive commitment to greener buying going to drive enough change to tackle problems as large as climate change? Some organizations seem to think not.A few months ago Al Gore launched a $300 million ad campaign called we can solve it. (Gore just proposed a goal for the country of moving to 100% non-fossil fuel energy in 10 years. Discussing that aggressive target is for another time.) The campaign features unexpected pairings of spokespeop...

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climate change , earth day , fossil fuel , green marketing , sustainability , sustainable