By-products of food production are a trend; what used to be considered waste is now becoming the basis for innovative products. But communication requires psychological sensitivity.
Consumers are ambivalent, wanting to drive SUVs and save the planet at the same time. Brand managers also have to deal with this ambivalence. Stephan Grünewald puts forward these and other theses in the Brand eins podcast "Sustainable Brand Stories.
The desire for sustainability stems from a conservative longing. But we can only preserve the world by transforming it. An interview with Stephan Grünewald.
The pandemic is accelerating awareness of the need for greater sustainability. A change in attitude that is moving ever closer to the point of no return.
