Engage Emotions to Drive Green Behavior, Page Professional-in-Residence Says

November 6, 2013

When it comes to promoting “green” behavior, pure informational advertising and marketing campaigns don’t work.  You have to tap into “emotional drivers” to create change.  So said Lee Ann Head, the first Arthur W. Page Center Professional-In-Residence, in a lecture on campus November 5.

Head is vice president for research and insight for the Tennessee-based Shelton Group, the nation’s leading marketing communications agency entirely focused in the sustainability and energy efficiency sectors.  Her talk was titled “Leveraging Research Insights to Create Effective Sustainability Campaigns.”