It's difficult for companies to persuade consumers to follow more sustainable lifestyles, so they must make it as easy and inexpensive as possible, advises Chris Cook, global sustainability director for AkzoNobel Decorative Paints. To do this, businesses should tell a positive sustainability story, rather than the "doom and gloom" warnings previously used to urge changes in consumption. They also should show consumers the added benefits they could gain from using a more environmentally friendly product.

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