The Guardian, Interview: Raphael Bemporad on how to make sustainability cool

December 5th, 2013

Woman with lots of shopping bags in Leeds. Image shot 2008. Exact date unknown.Focusing on the greenest consumers to drive sustainable change will never work, Raphael Bemporad tells Carly Chynoweth, it’s the cool kids who’ll count

Telling people to consume less, recycle more and think about the long-term impacts of their decisions hasn’t worked. It’s time to take a different approach by concentrating on a different group of consumers while skipping the medicine and focusing on the sugar, according to Raphael Bemporad, the co-founder of brand consultancy BBMG.

“For more than 10 years the sustainability leadership – whether around design, behaviour change, development – has been targeting the wrong consumers,” he said. “They have been thinking that if they engage with the most committed advocates that they will be able to change behaviour, influence culture and affect what is sold in the marketplace. But that group of darkest green advocates has never had the cultural influence to normalise sustainable behaviour.”

More from BBMG co-Founder and The Guardian here:

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