Sustainability Communication – A Balancing Act

Only a few ‘green’ innovations manage to successfully enter the mass market. This is confirmed by the research project ‘Diffusion Paths for Sustainability Innovations’ by Klaus Fichter and Jens Clausen, which highlights numerous obstacles on the path to mainstream adoption. A critical barrier to market success lies in the ineffective marketing of sustainability.

Authenticity: The Currency in Social Media Marketing

Authenticity: The Currency in Social Media Marketing Influencers, microbloggers and YouTubers have become ever more important for marketing. Many companies already

Successful innovation through proactive methods

Successful innovation through proactive methods A joint study by the researchers at Karlstad and Linköping University in Sweden has proven that