Lecture notes from an AUCB presentation (12/01/10):
HOW TO COMMUNICATE & SELL SUSTAINABILITY
Key factors of success to make ethical products more attractive and sexy • How to avoid greenwashing. Video - what is “greenwashing” vs truly sustainable
practices (1:38). • How to communicate sustainability to consumers effectively and promote behav-
ioural change. Rewarding vs punishing approaches. • Social media and sustainability communications.
• Communication strategies of leader ethical fashion brands: Terra Plana case study.
Students are asked to look at the labels on the garments they are wearing. All the coun- tries are pinpointed on a map and marked with a pin. Once all of the countries have been marked on the map, arrows are used to illustrate the distance from production countries to the city in which the garment was purchased.