Speak in benefits, not features. Sustainability guru William McDonough once asked, “Who would want simply a ‘sustainable’ marriage?”. The fact is, the words we use to describe services and products that do not overspend our natural capital don’t begin to convey their benefits. We need to find the words that describe that environmental friendliness is human-friendliness. If Williams and Sonoma can sell the romance of home cooking, we can certainly sell the romance of home planet  balance.  Article: The 'Dirty Words' of Sustainability Messaging: Why We Need a New Approach