The marketing guru Seth Godin has some useful advice for you communicators out there today.
He offers 20 reasons why people will spread ideas to others.
Here’s the first five below, the full list is here, and worth a read.
Corporate communicators can pick up some good tips on how sustainability messages can be spread around consumer groups from this list, I would imagine.
1. I spread your idea because it makes me feel generous.
2. …because I feel smart alerting others to what I discovered.
3. …because I care about the outcome and want you (the creator of the idea) to succeed.
4. …because I have no choice. Every time I use your product, I spread the idea (Hotmail, iPad, a tattoo).
5. …because there’s a financial benefit directly to me (Amazon affiliates, mlm).
Another fifteen reasons are listed here.
I'm Tobias Webb, founder of Innovation Forum and Sustainable Wine. I write on this blog, with others, about areas of interest to me in supply chains, circular economy and sustainability in general. I hope you find it useful. I've worked in sustainability for about 20 years, and work with large companies, NGOs and governments all over the world. I often act as facilitator, at our conferences, and other meetings, either private or multi-stakeholder. I also work as a 'critical friend' advisor to companies on strategy and stakeholder engagement. I have a separate wine website on sustainability in wine at 
