You’d have to say that Seth Godin is onto something with his latest post, entitled ‘[More] or (Less)‘
Our green marketing challenge isn’t about getting people to want less (less carbon, less waste, less energy use). It’s about getting people to want more.
We all want more. That’s the problem. So let’s make more less.
But if more was less (More fuel efficiency, more recycling, more carbon footprint reduction) things might just work out OK.
Bravo, Mr Godin.