After our initial comparative study of sustainability culture and communication codes in the BRICs launched at the SAMRA conference in Johannesburg in May 2011 we’ve been taking our global work on this theme to the next level.

Malcolm Evans kicked off the UK Marketing Society’s Green Think Tank – Making Sustainability Sexy, at Engine in London in May 2012 with a paper titled “Reasons to be cheerful: stimulating positive emotional engagement with sustainability”. All about ways of countering the normal tendency to be worthy, rational and didactic – and some more motivating ways of communicating that are emerging currently.

Thanks to Sarah Woodley at the Marketing Society for sending us a selection of great feedback from the 80 or so delegates who turned up at Engine in central London in spite of the Tuesday morning 8.15 sharp start – “Incredibly thought-provoking stimuli from Malcolm”, “totally inspiring and useful”, “really stimulating presentation, new ideas and practical application”.

Thanks to Liz Tinlin of Green Babel, and the Chair Jo Kenrick, Marketing Director at Homebase, for hooking the presentation up to a beautifully designed interactive where the teams worked through its implications for fresh sustainability communication targeting each of DEFRA’s attitudinal and behavioural green segmentation groups. (DEFRA is the UK government department tasked with environmental issues).

Here’s the beginning of EDF Energy’s Brand Strategy Manager Daianna Karaian’s blog post on the session:

“It was one of those ‘I was there’ moments when you get the feeling great things are going to happen. A room full of leading marketers. A palpable buzz. A flurry of flip charts. An early morning breakfast discussing sustainability? Indeed.”

More of Daianna’s report and the interactive outcomes can be found here.

To discuss cultural & semiotics based sustainability work with us or commission one of our sustainability culture & communication workshops please contact Fiona McNae or Malcolm Evans, who will be happy to talk you through our offer.