Can marketers make sustainability the new normal?

12/6/2011 | Guardian (London), The

Green marketers need to stop making sustainable products and lifestyles seem like strange, exotic things, argues Freya Williams. It's only by repositioning sustainability as a normal part of life that shoppers will choose eco-friendly products, Williams argues. "Normal is not a dirty word nor a boring strategy," she writes. "Normal is mainstream, popular and above all, sustainable."

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Guardian (London), The

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