ABSTRACT
Hybrid appeals that combine propositions for the heart and for the head are also effective. This is the phase where there should be a lot of buzz and excitement in the organization about the sustainability agenda. Both the company leadership and sustainability ambassadors should seize the opportunity to spread the word in the organization. Consumers must demand that sustainability information be made available front and center – as boldly as price and quality. Dinner-table conversations are a good forum for raising sustainability awareness. The huge populations of China and India are just beginning the mass consumption of convenience and fast foods, and although there are isolated pockets of regulatory excellence in both countries, the likelihood of a complete ban on plastics – or, for that matter, palm oil or fossil fuels – any time soon is rather dim.
