2. Don't fight culture.
People like to feel that they are approached at personal level.
One example to marketing without fighting culture:
in western society, we use millions of plastic bags each day. I would personally like to see them replaced with paper bags or other kind of sustainable material. I feel that before (maybe 50 years ago) people use paper as packaging, but now only plastic is used. Why is that? Why have we taken step towards less sustainable materials?
But at the same time, here in Estonia idea of going back to using paper would only raise negative feedback, because it is something that is associated with "Soviet times" and people would feel they are taking step backwards. Plus, the paper is not always recycled and may create more problems than solves.
On the other hand, biodegradable plastic is new idea, it has sense of "future" and so people are more likely to accept this idea. It does not force anyone to pay on lifestyle of using and buying plastic bags, but at the same time is eco-friendly. Currently problems with this idea are, that it would add some amount of money to price to all products, because this technology is not wide-spread yet. Hopefully this can be remedied too..
Rauni
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