Forbes - Sustainability by stealth: 4 ways to make sustainability more attractive

(Desautels' Karl Moore): Here at McGill, students certainly seem to believe climate change is a major issue for their generation’s future. Meanwhile, the vast majority of C-suite execs want to do something but sustainability is a hard sell. Existing approaches for encouraging pro-environmental behavior among consumers too often fall woefully short.

In this week’s column, my colleague Dror Etzion, Assistant Professor here at McGill, explains why oblique strategies that promote sustainability indirectly may work better than those that put it front and center...