“People do not change when you tell them they should; they change when they tell themselves they must.” –Michael Mandelbaum, via Thomas Friedman

In his Strategies for the Green Economy: Opportunities and Challenges in the New World of Business, Joel Makower bemoans the studies on American consumers’ attitudes about purchasing green products: for decades research has shown consumers want green but are not actually buying it. Makower lists two main reasons for the gap between concern and consumerism:

1. the communication of what difference consumers are making when purchasing green products; and

2. the perception that beyond their environmental attributes green products deliver inferior benefits.

In other words, sustainability has a marketing problem. I’ve identified a few additional, and very much inter-related, marketing barriers to the adoption of sustainability. Each of these opens new opportunities for more successful communication and adoption of sustainability.

Read the complete article here:

http://3blmedia.com/blog/Peter-Korchnak/What-are-barriers-mass-adoption-...

Do you agree with the author? What is your opinion?