What should marketers do when the consumer doesnt do the right thing? [Video]

Can brands really encourage people to make ‘good choices’? The Drum’s editor-in-chief Gordon Young, is of the belief that consumers have more power than we credit them.

This should not be a revelation but, sadly, to some, it is. The most powerful force in the marketing ecosystem remains the consumer. It is something that those mandating heat pumps and insisting we should move to electric cars immediately are finding out the hard way. Sales of electric cars in advanced economies continue to struggle. They are practical as local runabouts and for those who have access to off-street parking and a charging point. But they are not a practical option for most people. Will they ever?