4 Lessons From Marketing for CLIMATE ACTION
By Dr Fran Harris
From the way we travel, eat, and consume to the policies we vote for, our collective behaviour will determine whether we meet climate targets or miss them.
The problem is, behaviour is complex. It’s not as simple as telling people to “do better.” Much of the rhetoric around climate action focuses on the narrative that if “people just knew, they would do.” But it’s been over 50 years since science climate change gave us the knowledge of climate change, and we haven’t made nearly enough progress.
As Gavin Schmidt, a NASA climate scientist, said last month at COP29:
“You shouldn’t ask scientists how to galvanise the world because clearly, we don’t have a f**ing clue.”*
If knowledge doesn’t equal change, what should we look for next?
Over the past couple of years, building 4GOOD has required me to learn a lot about marketing. I don’t claim to be an expert, but I’ve found it fascinating to dig deeper into the skills marketers use.
Marketers are masters of persuasion. They don’t just sell products—they sell lifestyles, aspirations, and solutions to problems people didn’t even know they had.
In contrast, the sustainability movement often struggles to inspire widespread behaviour change, relying heavily on raising awareness.
If we want to create a fairer, greener future, there’s much we can learn from how marketers influence behaviour. There are many amazing organisations using great marketing to encourage sustainable living - Hubbub, WWF and Oatly are just a few of my faves.
Here, I share four lessons I’ve learned.
1 - USE INSIGHTS from Behaviour Change Theories
Marketers are experts at getting people to act—and much of their success comes from applying behaviour change theories.
Behaviour change theories are frameworks that explain how and why people adopt new behaviours. They draw from psychology, sociology, and behavioural economics, offering insights into everything from personal habits to societal shifts. Here are three key theories:
1. The Theory of Planned Behaviour: Our Motivations Drive Us
This theory suggests that our intentions or motivators are the strongest predictor of our actions. It has been successfully used to explain why people choose a wide range of health behaviours, from smoking cessation to exercise habits.
Intentions are shaped by motivations like:
Attitudes: Do I think this behaviour is good or bad?
Social norms: Do people like me think I should do this?
Perceived control: Do I feel capable of doing this?
Ad campaigns often highlight what “everyone else” is doing, tapping into our motivation for social norms. For example, the health industry uses social norm campaigns to encourage behaviours like handwashing or raising awareness about mental health.
Energy companies have also used social norms to shift behaviour, showing users how their household energy use compares to their neighbours’. This benchmarking has successfully reduced household energy consumption. A similar approach could normalise behaviours like reducing food waste or using reusable packaging.
In sustainability, people often feel that change is out of their control, as the issues feel distant or abstract. By providing tools and insights that make change tangible, we can increase perceived control. For example, an app that shows reduced carbon emissions from specific behaviours could empower people to act.
2. The Transtheoretical Model: Change Happens in Stages
Marketers know that change doesn’t happen all at once. People go through stages, and each stage requires different approaches. These include:
Pre-contemplation: Not considering change.
Contemplation: Thinking about it.
Preparation: Getting ready.
Action: Making the change.
Maintenance: Keeping it up.
People need tailored interventions depending on where they are in this journey. A person in the “pre-contemplation” stage might need awareness-raising, while someone in “preparation” might benefit from practical resources.
For example, someone who has never considered buying an electric vehicle (EV) needs different messaging than someone researching their options. Sustainability efforts could mirror this by tailoring messaging for different levels of readiness—such as awareness-raising for beginners and practical resources for those ready to act.
Recognising barriers like affordability or cultural identity also helps create policies that address root causes rather than dismissing them.
3. Nudge Theory: Encourage Small Changes That Move Us in the Right Direction
Popularised by behavioural economist Richard Thaler, this theory focuses on subtle changes to the environment that make sustainable choices easier or more appealing without restricting options.
Supermarkets are experts at the nudge. They don’t just tell us to buy certain products; they subtly guide us toward them. Ever noticed how healthier options or high-margin items are placed at eye level? This principle can apply to sustainability too—for instance, placing plant-based options at eye level in a cafeteria can increase uptake without forcing anyone to give up meat.
Nudge Theory reminds us that small changes to infrastructure—like installing bike racks or making recycling bins more visible—can make sustainable behaviours the default choice.
2 - Deeply Understand Your Customer
One of marketing’s greatest strengths is its audience-first approach. Marketers spend significant time and money understanding what motivates their target audience, what barriers they face, and what messages resonate.
For sustainability, this means recognising that:
One size doesn’t fit all: People in rural areas face different challenges than those in cities. For example, public transport improvements might not resonate with rural communities where driving is essential.
Cultural and economic differences matter: What’s feasible for one group might be out of reach for another. A well-off family might respond to messaging about reducing emissions, while a low-income family might prioritise affordability.
Having a clear grasp of your target audience, their wants, needs, and context can help drive behaviour change.
3 - Aspirations Trump Guilt
Successful marketing sells a dream, not a problem. Perfume ads don’t focus on the chemistry of the scent; they promise glamour, confidence, and desirability. Similarly, sustainability campaigns should focus on the benefits of green lifestyles—healthier living, cleaner air, and thriving communities—rather than just the doom and gloom of climate change.
4 - Emotions Drive Decisions, Not Knowledge
Marketers know that logic alone doesn’t sell—emotions do. People are moved by stories that resonate personally, evoke empathy, or inspire hope.
For example, rather than talking about abstract carbon emissions, telling the story of a family thriving with renewable energy or a community revitalised by urban greening can make sustainability feel personal and real.
FINAL THOUGHTS
Marketers have spent decades perfecting the art of influence, and their methods have driven significant behaviour changes in society.
This offers a lot for sustainability professionals to learn from.
The challenge of moving to a more sustainable future isn’t just about knowledge. It’s about making sustainability feel achievable, desirable, and deeply relevant to people’s lives.
As Gavin Schmidt rightly pointed out, we can’t rely on scientists alone to galvanise the world into action. Building a fairer, greener future requires all of us—marketers, policymakers, scientists, and individuals—working together, sharing skills, and learning from each other.
By taking these lessons from marketing, we have the tools to drive real, lasting change. The question is: are we ready to use them?
Hi, I’m Dr Fran Harris.
I’m a freelance sustainability consultant and I run 4GOOD - a social enterprise using the power of events to drive change. From copywriting to data analysis, I’ve support organisations across sectors on sustainability and research.
Want to work with me?
