EPISODE 22: BUILDING A SUSTAINABLE BRAND WITH PHIL WHITE
What does it take to build a sustainable brand? Richard talks to Phil White of Grounded World about his experiences helping companies define their values, turn them into actions, and then communicate them effectively to customers - and the role that neuroscience plays in being successful! Phil talks about the separation between customer intent and action, how often customers will say they want to make a sustainable choice but don't necessarily do it at the point of purchase. The conversation explores many such breaks and how framing and messaging can help to make it easier for customers to do the right thing.