Why targeting 4 human emotions is key to marketing sustainability

Read the full story in The Guardian.

While brands have been remarkably successful at feeding universal human drives, such as the desire for adventure, power or status, sustainability has not been seeing the same success in its messaging. What sustainability needs to create the same impact is a similar level of insight into the best way to embrace the full range of human emotions. Because it’s human emotion that’s at the heart of what motivates us.

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