Diana is founder and CEO of Clownfish Marketing and friend of PSFK. Her company helps brands take eco-consciousness to heart and then helps them manifest their new ideals in brand experience projects. Smart. We thought we’d ask her what was going on.

There’s been a big shift in attitude in terms of eco-consciousness. What’s important now to people and how do you see eco concerns shifting in the short term?

Eco-consciousness is a two dimensional issue in which both consumers and brands play an important role. However, it is brands that must take a lead on this and give the consumer the chance to make a difference. In the domain of consumerism and corporation, products can act as the bridge between consumers’ good intentions (which is in essence a thought process) and meaningful action (the small step that makes a difference). Without an eco or ethical purchase choice available, the customer is left unable to exercise or action their good will and consumer power. In a world of consumerism that is constantly changing, evolving and expanding, it is crucial that companies look to the long-term goals of sustainability and ethical consumerism rather than the latest trends, immediate profitability and short term economic gain.

MEMBER CONTENT
This content is available for Basic and Pro Members.
Already a member, log in