Can brands shame people into going green?

10/6/2011 | Guardian (London), The

Unilever recently influenced Russian women into using deodorant with an advertisement that showed a woman with a pig on her underarm. That's a technique that could work for green products, too, with brands using their marketing know-how to make environmental responsibility a desirable trait. "Brands have the ability to make sustainable behaviors aspirational," says Peter Madden, CEO of Forum for the Future.

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