Will sustainability ever become a mass market "tribal" idea. It seems that few people get it. Those that do, live it and are passionate about. Those that don't, steer clear and those in the middle are totally apathetic to it.
Do we try to force people to live more sustainably, do we financial encourage them to do it or do we take the lead and show them what the difference is.
The Green Party in the UK has exactly this challenge. Annomously their policies appeal to people, probably enough to be a major political force in the UK. The wrapper however isn't so appealing.
Is it just the brand, is it the apathy or is it that we need to stop talking about sustainability and talk about equality, fairness and economic value??
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