Capitalism is the new activism: big business and media lead the way to social and environmental change

Much maligned as the antithesis to sustainability, advertising and media are finding their place in the new world of urgent social and environmental change, offering what is generally lacking in environmental purists and social activists: the understanding that hard facts and finger pointing aren’t enough to yield results; you need to understand people, to appeal to values and to emotions and you need to get the right message out in the right way to lots and lots of people. Strategic sustainability communications hits Donella Meadows’ most effective system intervention points – creating a paradigm shift and the power to do something about it.