What’s more motivating? Better for Me or Better for the Planet? Understanding why we buy is one of the great 21st century marketing challenges. Neuromarketers say 90+% of the purchase decisions we make are governed by our subconscious, shaped by emotional drivers and motivations we don’t even know are at play. Those Levi’s jeans, that…
Tag: Organic viticulture
Sentient Wine & Alcohol Brands Amp up Organic and Sustainable Messaging
In 2018 – before the name Greta was etched into our consciousness – I was in a grade 3 classroom user-testing an environmental app for kids that explored climate change and plastic pollution in our oceans. Predictably, the students told us the app was buggy (which it was), and had way too much text (which…
Digging into Bordeaux’s Green Movement
I’m back from Bordeaux. Yes, again. How many visits to Bordeaux in a year constitute an addiction? No need to answer; it’s a rhetorical question. But for the record, I’m up to three. Some of my friends are calling me a wannabe Bordelaise. I am happy to report that’s true. Disclosures aside, the focus of…
