ESG-Centriq

Social norms may prove critical in adopting new consumer behaviors. An example cited by the Harvard Business Review shows that some men associate sustainability with femininity, leading them to avoid sustainable options. ​

“But if a brand is already strongly associated with masculinity, this effect can be mitigated. Jack Daniel’s, for example, embeds sustainability in many aspects of its business. Taglines such as “With all due respect to progress, the world could use a little less plastic” and “Even Jack Daniel’s waste is too good to waste” link sustainability to quality and great taste.” Moreover, the company makes available waste products and unused resources to other industries, thus accounting for zero waste to landfills. ​

https://hbr.org/2019/07/the-elusive-green-consumer​