What are the barriers to mass adoption of sustainability?

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What are the barriers to mass adoption of sustainability?

From Sustainable Marketing Blog by Peter Korchnak. Better triple bottom line.
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What are the barriers to mass adoption of sustainability? http://3bl.me/8pp8pe

Summary

The 3BL Media blog roll is a select list of the most influential, respected, and authoritative voices in corporate social responsibility. Compiled from the 3BL Media staff’s extensive contacts with longtime CSR commentators, these bloggers offer relevant news, opinions, and ideas about all things CSR in one convenient place.  

Friday, September 4, 2009 - 11:11am

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“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.

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Keywords: 3bl Media | Businesses | Commentary | Corporate Social Responsibility | Economy | Green | Sustainable Marketing Blog | blog | social responsibility

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