We Help Businesses, Governments and Communities Develop Ideas That Inspire People to Consume Differently
Start by Dispelling the Myths
If you want to get folks to recycle, drop-off their food scraps, and take other steps to reduce waste, of course, you have to make it ‘easy’. But, FIRST, you have to help folks think it’s a good idea to do so. Start by dispelling the myths, misperceptions and other negative thoughts that make people think whatever you’re offering might actually be a bad idea.
The Myths That Stand in The Way of Zero Waste
For example, if people believe that recycling is a waste of time because it ‘mostly winds up in a landfill anyway so why bother’ (a growing misperception among Millennials in particular), no amount of messaging letting them know how ‘convenient’ or ‘easy’ or ‘good for the planet’ will motivate them to pitch in.
Good Ideas Need to Replace Bad Ideas
If you want to get folks to recycle more, you may first need to help them understand how their actions will make a difference.
And then replace those myths with new thoughts that help them change the way they view recycling – the new ideas. This is what Jacquie Ottman and her NYC-based team can help you do in order to help you achieve your ‘zero waste’ goals.
TAKING ACTION: Our Three-Step Process for Discovering and Effectively Communicating the Ideas that Work for Your Zero Waste Initiative, Product or Service
- Conduct qualitative research to gain deep insights into the perceptual barriers that exist to the desired form of environmentally and socially responsible behavior.
- Generate and test ideas that can help remove the barriers. We develop the ideas, and / or facilitate your team in doing so. Then, using qualitative and quantitative testing methods, we help you identify the ideas that will be most motivating to your target audience or segments.
- Oversee communications development for getting people excited about taking part in the new behaviors. We work with your team to help evaluate TV, print, social media, billboards, editorial (PR) – the form of communication follows from the nature of the audience, the size of the task.
Keynotes, Talks and Workshops
A highly sought-after speaker at sustainability and green marketing conferences around the world, Jacquie Ottman enlightens audiences about best practices and new ways to ignite people about the opportunities to enhance their lives and communities through a strategic approach to zero waste. Learn about specific Speaking Topics HERE.
Bring in Jacquie Ottman’s ‘trained brain’ to compliment other expertise when solving a particularly tough challenge or ensure an ongoing stream of new ideas, inspiration and insights on how to change the consumption and disposable behavior of your consumers, employees or community residents.
Zero Waste Marketing Advisory
Jacquie Ottman can help you develop credible ‘zero waste’ marketing claims and messages.
Why Jacquie Ottman?
Jacquie’s forward-looking insights in the 1980s made her a pioneer in the field of green marketing. Since founding her firm, J. Ottman Consulting in 1989, she has helped guide the green initiatives of over 60 Fortune 500 companies and the U.S. EPA’s Energy Star and the USDA Certified Biobased labels.
Today she is positioned at the forefront of the Zero Waste movement, with the goal of aligning leaders with the business opportunities associated with a circular economy and zero waste. Her company’s WeHateToWaste.com initiative helps her draw insights from a global community of influencers leading the way to more resource-efficient lifestyles in their communities and businesses.