C=(DxVxFSxS)>RA - Marketers Use it on You; we need it now more than ever!


The industrial revolution and the marketing community have been extremely effective at changing behavior – not always for the good. Society’s response – public awareness campaigns and they don’t work! Example – untold amounts of money spent to inform the public about the risks and prevention of: Heart disease, obesity, and diabetes. The trends aren’t pretty.

If this behavior change formula works to drive consumer behavior, why can’t we use it to drive consumers to consume differently and less?

Mike Mercer

Affiliation Northwest Earth Institute
Website http://www.nwei.org/

Executive Director