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Articles by Marc Stoiber

Marc Stoiber is a Vancouver, B.C.-based creative director who started the creative consultancy Change Advertising with the express vision of making sustainable companies famous, making sustainable products desirable, and making sustainability sexy.

Featured Article

Sustainability. Sexy. Two words you don’t often see together.

Sustainability is a serious word. It’s about saving the world from ecological disaster. Getting humanity on track for survival. Heady stuff best left to academics, unions of concerned scientists, and earnest tree-huggers.

Would you buy this?

Photo: iStockphoto/Tyler Stalman.

Sexy … now that’s a fun word. A word that implies pleasure. Tied to advertising, it’s a hook that’s been used to raise sales curves on everything from cars to cognac.

A very big opportunity awaits if we — marketers, producers, and media — manage to somehow join these two words at the hip. Why? Two reasons.

First, sustainability is the product differentiator of the near future. Clients of mine in the eco-lumber business, for example, have been told by big-box buyers that if price and quality are equal, they’ll stock sustainably harvested wood over the non-sustainable variety. Given this type of marketing advantage, it’s only natural that small, nimble companies are embracing sustainable production. Meanwhil... Read more