Posted on Sustainable Brands by Matthew Yeomans, this article describes different ways to engage people around sustainability issues through storytelling, language and tone to encourage behaviour change.
“Back in the late 1980s, Harvard professor Joseph Nye coined the term “soft power” to describe the US’s ability to influence the world through the marketing power of its global consumer brands and Hollywood’s razzle dazzle rather than the US military’s big stick.
Today, as companies begin to shape a narrative that makes sense to the public, Nye’s language could well be applied to sustainability.
Welcome to the era of Soft Sustainability.
The term could be used to describe the approach of some of the world’s biggest companies as they seek to communicate their own sustainability work while also providing their consumers and greater community a roadmap to sustainable living.”
(Image credit: Sustainly)