The Branding of Climate Change
Branding can be used to motivate people to work towards a low-carbon economy and, by extension, embrace low-carbon products and policies. But what would be the most compelling branding concepts in this sphere? A common theme is 'conserving mother nature', but perhaps other concepts would have greater mass appeal?
• Which of the six concepts tested faired best overall?
• How differently do rate the six concepts?
• Can particular sub-groups in society be identified as being more aligned to each of the concepts?
• What implications does this research have for policy makers responsible for motivating the public to action regarding climate change or businesses involved in the low-carbon economy?
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