Environmental Communications Gone Wrong

It’s great to see leading companies committed to sustainability.

At first, I was excited to see this ad for eco-friendly furniture. Then, upon reflection, realized that the ad was just not well conceived. They have a great story, but the average consumer is simply not going to invest the time to read this very dense ad. We need marketing and communications that speaks and convinces the masses that they need to buy sustainable, environmentally sound products and services. This ad unfortunately speaks only to the already converted.