Mainstream Green

by Graceann Bennett & Freya Williams

OgilvyEarth project that aimed to help crack the code on one of marketing’s thorniest problems. The problem, dubbed the Green Gap, describes the gap between consumers’ green intentions and green actions. Plenty of research observes that it exists; we set out to understand why, and to discover ways to close it. Bridging the Green Gap is critical to corporate bottom lines and climate trend lines.