Green don't sell

Overview

Sustainability has long been framed through sacrifice and fear, while marketing thrives on optimism and desire. What if the tools that make brands irresistible could also make sustainability impossible to ignore? This book argues that sustainability fails not for lack of urgency but because of ineffective narratives. Apocalyptic warnings paralyze rather than mobilize. To change behavior, we must shift from guilt to stories that tap into people’s hopes and emotions. Drawing on marketing strategy, consumer behavior, and psychology, Walter Susini proposes a new paradigm: storybounting—creating abundant, engaging narratives that drive action and shape habits. Combining insights from global executives and thirty years of experience, Green Sells offers a roadmap for aligning motivation science with sustainability ethics, making the sustainable choice not just right—but desirable.

Author Biography

is a seasoned marketing executive with 30 years of international experience across marketing, advertising, consulting, and entrepreneurship. Current Professor of Practice of Marketing at SDA Bocconi School of Management and Senior Advisor to McKinsey & Company for global marketing & sales practice, he also advises CMOs of leading global companies — including Pfizer, Luxottica, KDP and Coca-Cola Hellenic — on marketing transformation, commercial excellence, and capability building. Susini serves on the boards of two private equity–owned companies in Europe and Latin America.