Procter & Gamble’s Sustainability Marketing Tackles Consumers’ Intention-to-Action Gap

CPG shoppers want to make eco-conscious choices—they just don’t know how
A young girl named Luisa shows her family simple tips for conserving energy and reducing waste in P&G's "It's Our Home" campaign. Procter and Gamble

If marketing incorporating sustainability appears to be well-intentioned, but ineffective, there’s a pretty good reason: Most consumers have a desire to do better for the planet, but they’re unsure how to make eco-friendly choices.

@davidakaplan David is Adweek's Performance Marketing Editor and interim Brand Marketing Editor.