Ms Joenpolvi said similar results were found in posts on the luxury cars – those that included progress-focused language about sustainability achieved well above the average shares on Facebook for each brand.

“The posts that mentioned their luxury cars had ‘sustainable materials’, ‘eco-friendly materials’ or were fighting ‘plastic pollution’ achieve dismal shares, such as just 6 per cent of the average shares for that brand.

    • Gorgritch_Umie_KillaOPM
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      35 days ago

      Yeah, i remember seeing the videos in the city getting people to ‘taste the difference’ or pick the ‘recycled water’. Lot of surprise when people picked the wrong ones.

      • @Gradually_Adjusting
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        25 days ago

        Humans have a Columbus complex with the stuff they buy. They didn’t get there first but they want to feel like they discovered it.

        • Gorgritch_Umie_KillaOPM
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          13 days ago

          Oh, so true! I love that description.

          I guess the challenge for a marketer is to successfully make the connection between reused and recycled with new. I suppose thats why a lot more people focus on words like ‘sustainable’.