Written by Gillie Roberts
If your goal as a socially/environmentally-minded entrepreneur is to spread the sustainability message, evangelizing to the existing believers will only get you so far.
There’s an undeniable stigma surrounding businesses with a sustainability ethos—at least, there has been in the past, and it hasn’t totally gone by the wayside yet. The stigma I’m referring to is the notion that these businesses are somehow out-of-touch to the average customer. This is exemplified by the marketing firm that only seems to use the color green and leaf images to convey their messages, the quirky and conspiracy-theory-spouting eco-friendly shop owner, or the event venue that uses burlap sacks as their dominant decorating motif. However, as sustainability becomes a more mainstream concept, it is crucial to its success that it caters to a more mainstream audience.
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