{"id":96,"date":"2008-10-02T07:08:12","date_gmt":"2008-10-02T07:08:12","guid":{"rendered":"http:\/\/visionarymarketing.wordpress.com\/?p=96"},"modified":"2020-11-09T11:09:37","modified_gmt":"2020-11-09T10:09:37","slug":"stern","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2008\/10\/02\/stern\/","title":{"rendered":"Marketing lessons taken from Stern report on environmental issues"},"content":{"rendered":"

\"\"Marketing lessons can be withdrawn from many events taking place outside of marketing. Sir Nicholas Stern<\/a> is a great man. I don\u2019t know how many of you can remember his name but I for one will never forget that he once wrote the eponymous report that triggered the whole hooha about environmental issues. It was at the beginning of October 2006.<\/em><\/p>\n

Sir Nicholas wrote this report about our endangered planet and what we were doing to it and suddenly, we not only became aware of facts that were supposed not to exist before, but we got all dragged down into this big environmental maelstrom.<\/p>\n

Marketing lessons we have withdrawn from the Stern report on environmental issues<\/h2>\n
\"Marketing
Marketing lessons we have withdrawn from the Stern report on environmental issues<\/figcaption><\/figure>\n

Strange as it may seem, the bleak and distressing announcement that \u201cthere is a 50% chance that average global temperatures could rise by five degrees Celsius\u201d came as a blessing to me. For the first time in history, one was able to pronounce the \u201cE\u201d word without running the risk of being taken for a \u2018Commie\u2019.<\/p>\n

Why was that? Was it because Sir Stern was Tony Blair\u2019s envoy? Not really. It probably helped but in fact, I\u2019m not sure about that, judging by the lack of trust Tony Blair and his successor had to suffer recently.<\/p>\n

More seriously, Sir Nicholas Stern used to be the chief economist of the World Bank<\/a>. That certainly lifts any suspicion about intentions he may have.<\/p>\n

One could deem that Sir Stern was a wolf in sheep\u2019s clothing but also that he was more credible than the most competent of environmentalists.<\/p>\n

Here lies a true Marketing recipe in fact that when the message is worth conveying, it is more important to voice it through credible or influential people (so-called opinion leaders) than using the most competent of dedicated professionals.<\/strong><\/p>\n

This job of convincing and changing public opinion is possibly the most important of all. Al Gore also understood that a wonky PowerPoint<\/a> presentation could land the message that hundreds of true experts before him had repeatedly failed to convey.<\/p>\n

A true Marketing lesson, delivered this time for the common benefit.<\/h3>\n