Got together with students of the University of Amsterdam about sustainability and consumer. How do you communicate to the consumer? You may be shocked when I say that the consumer is not necessarily interested in sustainability in general, as we certainly hoped he or she was. The consumer is mainly interested in issues that have a direct impact on the lives of themselves and their families. They don’t put their money where their mouth is unless it’s something that clearly benefits them directly. Seems to be a logical reaction. Well, anyway, the students created a chocolate bar, trying to find out what split-marketing is and how it works, also in terms of sustainability. So one group created an interesting transparant packaging with Chocolate shows responsibility stamped on it. And a cartoon showing the production process inc. the farmer growing the cacoa.
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