Comments on: Does Sustainability need its own Marlboro Man? http://retailprophet.com/blog/?p=177 Tue, 31 Aug 2010 11:21:08 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: D. Laroche http://retailprophet.com/blog/?p=177&cpage=1#comment-10 D. Laroche Sun, 02 Aug 2009 23:31:12 +0000 http://retailprophet.com/blog/?p=177#comment-10 Selling Sustainability! A concept that almost sounds dichotomous. I would argue that its not the promotion of sustainability consumption, but that sustainability is a way of being (dare I say “get sustainability” as in “get religion”?). It is not another commodity to acquire, as we don't want to buy our way green, but a lifestyle which to subscribe. But I hear you. In the land of consumerism and conspicuous consumption, sustainability could use an icon to appeal to the masses; its Marlboro Man, its Mister Clean, its iconic jeans sex-symbol. Who would that be? Would it be a metro-sexual, hip chap? A Hollywood long-legged up-and-coming beauty? Or a Google-like icon of a corporate giant? All you marketing gurus… Make a difference, here is a job for you! Selling Sustainability! A concept that almost sounds dichotomous. I would argue that its not the promotion of sustainability consumption, but that sustainability is a way of being (dare I say “get sustainability” as in “get religion”?). It is not another commodity to acquire, as we don’t want to buy our way green, but a lifestyle which to subscribe.

But I hear you. In the land of consumerism and conspicuous consumption, sustainability could use an icon to appeal to the masses; its Marlboro Man, its Mister Clean, its iconic jeans sex-symbol. Who would that be? Would it be a metro-sexual, hip chap? A Hollywood long-legged up-and-coming beauty? Or a Google-like icon of a corporate giant? All you marketing gurus… Make a difference, here is a job for you!

]]> By: A Sustainable Week | Walk Softly Blog – Small business marketing and sustainability http://retailprophet.com/blog/?p=177&cpage=1#comment-7 A Sustainable Week | Walk Softly Blog – Small business marketing and sustainability Mon, 27 Jul 2009 17:00:46 +0000 http://retailprophet.com/blog/?p=177#comment-7 [...] Day 3 – Does Sustainability need its own Marlboro Man? [...] [...] Day 3 – Does Sustainability need its own Marlboro Man? [...]

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