CHAPTER THIRTEEN
Inspire Customers to Care and to Use Less
The scene opens on a beautiful polar bear walking in the Arctic. The bear begins a long trek south, lugging itself to a suburban driveway in America. It stands up on its hind legs, and hugs a guy … apparently because he bought the all-electric Nissan Leaf.1
The TV ad was gorgeous, but was it effective? I’d argue no, because of one simple, but harsh truth: people don’t care much about polar bears.
I was born two weeks before the first Earth Day in 1970, so I know we’ve been holding the annual awareness-building event to celebrate our planet—and the polar bears—for over four decades. Earth Day itself has had real impact, demonstrating citizen support that helped legislators pass important ...
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