Isbn: 9781806348688 - green but not heard: why net zero is a marketing problem (and how to fix it) (2 risultati)

Paperback. Condizione: new. Paperback. The energy transition isnt stalled by technology. Its stalled by marketing. For two decades weve treated Net Zero as an engineering problem to solve, a policy lever to pull, or a moral argument to win. None of it has worked at the scale we need. The technology exists. The policy is getting there. And yet most households still havent made the switch. Mat Moakes argues the reason is hiding in plain sight: the energy transition is a marketing problem, and weve been doing it badly. Weve segmented the market lazily, targeted the wrong people, and positioned the products in ways that turn off the audiences who would benefit most. Drawing on behavioural science, brand strategy, consumer psychology and first-hand experience inside the energy industry, Green But Not Heard reframes Net Zero, not as a moral campaign but as a product launch on a national scale. It is practical, commercial, dryly funny in places, and politically neutral by design: a manual, not a manifesto. The future of Net Zero will be won or lost at the kitchen table or in the local pub, not in the lab or in parliament. The energy transition isn't stalled by technology. It's stalled by marketing. This guide shows how reframing our approach to net zero is the solution to a greener future. Shipping may be from multiple locations in the US or from the UK, depending on stock availability.…

Paperback. Condizione: new. Paperback. The energy transition isnt stalled by technology. Its stalled by marketing. For two decades weve treated Net Zero as an engineering problem to solve, a policy lever to pull, or a moral argument to win. None of it has worked at the scale we need. The technology exists. The policy is getting there. And yet most households still havent made the switch. Mat Moakes argues the reason is hiding in plain sight: the energy transition is a marketing problem, and weve been doing it badly. Weve segmented the market lazily, targeted the wrong people, and positioned the products in ways that turn off the audiences who would benefit most. Drawing on behavioural science, brand strategy, consumer psychology and first-hand experience inside the energy industry, Green But Not Heard reframes Net Zero, not as a moral campaign but as a product launch on a national scale. It is practical, commercial, dryly funny in places, and politically neutral by design: a manual, not a manifesto. The future of Net Zero will be won or lost at the kitchen table or in the local pub, not in the lab or in parliament. The energy transition isn't stalled by technology. It's stalled by marketing. This guide shows how reframing our approach to net zero is the solution to a greener future. Shipping may be from our Sydney, NSW warehouse or from our UK or US warehouse, depending on stock availability.…