Great article about effective communication of sustainability for companies! The overlapping point with my project is:
“Sustainability does not just have a specific target group as “greens”!
It sometimes really hurts me that even my closest friends tell me “oh! you sustainable people, so boring!”
The solution is is the way a brand communicates with its customers. If the message be created with insights it can deliver meaningful experiences and communicate with a broad group of customers! Design is all about experiences and deep understanding of the context.
According to this article brands can deliver broad appealing sustainable communication if they concentrate on their strategy, find a purpose, be useful, embrace emotion, and be remarkable.