CHAPTER 5

Mainstream Appeal

 

“Our 17-year-old consumers tell us they want a better world. They don’t call it sustainability.”

—Hannah Jones, Chief Sustainability Officer, Nike

In 2007, I was sitting behind a two-way mirror in Paramus, New Jersey, listening to everyday moms react to scripts for potential mayonnaise ads. The focus group moderator read the following in a soothing tone: “Picture chickens pecking in an attractive farmyard as the announcer says, ‘Hellmann’s mayonnaise is made with just three real, natural ingredients: free-range eggs, natural oils, and vinegar.’”

“Ewwww!” interrupted a blonde woman with nail wraps, a pristine white T-shirt, and a disgusted look on her face. “That’s so gross! I do not want to be reminded that eggs ...

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