The Meaning of Sustainability as Perceived by Mainstream Consumers is Wrong

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Corporate Responsibility > Forum > The Meaning of Sustainability as Perceived by Mainstream Consumers is Wrong

The Meaning of Sustainability as Perceived by Mainstream Consumers is Wrong
Ismael Bena - MBA, Management Consultant, Netherlands, SIG Leader
A pending study reveals that the meaning of the word “Sustainability” is perceived differently by mainstream consumers compared to experts and practitioners.
As argued by Fitzgerald (2014), "… the words they [mainstream US consumers] chose are environmental words such as "environmentally friendly", "natural", "organic," "green", "recycle" and "renewable" as most similar to "sustainability". The key characteristics of sustainability, i.e.: ethical, trust, collaboration, community, etc., had a lower ranking in their perceived relationship to sustainability, unlike the meaning which professionals assign to it
I think we would agree here that sustainability is far more than that, something like ‘an activity, which can be continued indefinitely - without exhausting resources or destroying its own basis’.

How can we as its advocates improve the communication of its definition to the masses? Is better "marketing" needed to get the full meaning of sustainability across? Wh... Read more? Sign up for free
 

 
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Special Interest Group Leader
Ismael Bena - MBA
Management Consultant

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