82% of consumers have good green intentions, but only 16% are dedicated to fulfilling these intentions. This puts 66% in what is called the ‘Middle Green’, a group that is neither environment crusaders nor anti-greens. Nudging this group needs more than facts and figures. The key is to see things their way.
Tag: Ogilvy & Mather
How Small Green Team Can Transform Large Corporation
Small green teams tasked with transforming large corporations, governments, cities, and neighborhoods face some tough challenges. TD Bank’s three-person green team employed a range of strategies to inject sustainability thinking into 27,000 employees dispersed in 1,300 locations. I find four of their tactics very smart and can be readily adapted by green teams everywhere.
A Cardboard Box and Green Business Strategy
Each day offices across Canada and the U.S. receive thousands of shipments in cardboard boxes. Once unpacked they go straight to recycling depots or landfills. Office supplies chain Grand and Toy and its US parent OfficeMax launch their reusable Boomerang Box to help their customers go green and reposition themselves from a commodity supplier to a business partner. We take a look behind the scenes to see how they use sustainability as a business strategy.
12 Ways To Turn Green Intentions Into Green Actions
82% of consumers have good green intentions, but only 16% are dedicated to fulfilling these intentions, according to an Ogilvy study. This puts 66% in what is called the ‘Middle Green’, a group that is neither active environment crusaders nor anti-greens. How do we turn mainstream consumers’ green intentions into green action?