What's in it for me?
Even the deepest green segments are not exclusively philanthropic, they still have their individual drivers to be satisfied – a mortgage to pay, food to be put on the table and all of life’s other everyday demands, just like everyone else – we must appeal to their values whilst solving their everyday problems more compellingly than any alternative.
Although the benefits of energy saving lighting are used to the point of cliché, it demonstrates the simple point well – taking it mainstream. The Energy Saving Trust revealed that we could save nearly £1.4 billion a year on electricity bills and 4.5 tonnes of carbon by changing our existing light bulbs to energy saving bulbs. This in itself isn’t a compelling reason for action – it’s too far removed from the everyday, too grand – the individual struggles to see their part in this or the personal benefit in doing so. Going on to say that a single bulb, available from the local shop, saves over 9 times its cost the first year and lasts generally 10 years, averaging £50 saving per household per year, starts to have more appeal. People need to see how sustainability affects them and how it can benefit them personally – our worlds are generally fairly limited in scope and scale. This works for almost any message in sustainability,
Examples of ‘what’s in it for me’:
• Health benefits of a parent feeding their young family organics
• Employees recycling to form a revenue stream/cost saving – which affects their annual bonuses
• Looking both successful and considerate, e.g. driving the latest Tesla electric sportscar.
This is the first extract from our new report - if you'd like to find out more, read the full sustainability communications in a nutshell report: