A new framework for green marketing
Sustainability can no longer be communicated solely as an emergency, a moral duty, or an abstract promise. To drive behavioral change, messages are needed that can speak to different audiences, offer personal and immediate benefits, simplify complex concepts, and make the effects of the proposed choices visible. The new marketing of sustainability relies on six levers – Personalization, Positivity, Prize, Pop, Proof/Process-based, and Passion – to build an approach that is more responsible, credible, and closer to people. A kind of marketing that does not merely seek to persuade, but aims to make sustainability understandable, desirable, and actionable. An excerpt from the book “Green Doesn’t Sell – Why Sustainability Alone Is Not Enough: the Real Rules of Green Marketing” by Walter Susini (Egea, 2026).
