Shel Horowitz talks about how to market green and sustainable practices to every type of person.
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Shel Horowitz has spent many years as a green marketing consultant and environmental activist. His experience as a copywriter has given him a unique perspective into how to communicate with not only the most passionate and devoted environmentalist—“deep greens”—but also the laziest among us, who would happily make small sacrifices for the sake of sustainability, as long as the sacrifices are, well, small.
In this interview, Shel talks about staying away from guilt tripping (which is a terrible motivator), and instead seeking to understand the mentality of the audience you’re trying to reach.
Shel shares:
- How he would communicate with people who don’t care about sustainability
- What cities, like Houston, should do to become more sustainable
- How to systematize sustainability to ease cultural transitions
- The biggest trends he sees and how they’ll affect our near future
- What he thinks the role of technology will be
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