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We will be updating this guide shortly.

One of the defining debates within the envir­on­mental move­ment over the past decade has been between those who believe that applying the tech­niques and strategies of mar­keting phys­ical products is the best way of pro­moting sus­tain­able beha­viour (social mar­keting), and those who have argued that this approach – trying to ‘sell’ cli­mate change – is ulti­mately coun­ter­pro­ductive unless the right under­lying values are tar­geted by cam­paigns, and unless the mes­sages are ‘framed’ in a way that encour­ages sus­tain­able beha­viours across the board.

So what are ‘values’ and ‘frames’, and why are they so important? ...

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