Cracking The Green Code

Using a Values-Based Model to Improve Customer Communications and Marketing
Apr 15 2009

This paper has been written by psychologist John Marshall Roberts to help provoke insight and shift thinking regarding the causes and consequences of effective communications in the energy and environmental space. In it, John challenges the depth and sufficiency of existing marketing ideologies and outlines a clear, scientifically validated values-based messaging framework based upon the work of late developmental psychologist Clare W. Graves. This simple, resilient, and highly actionable framework can be easily applied to a variety of marketing and communication contexts, helping environmentally-minded professionals create messages that strategically overcome mental resistance and inspire sustainable behavior change. Several real world examples and applied research results are outlined, along with a list of concrete, short-term opportunities for professionals who wish to apply this framework within their own work-life sphere.

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