Brands, bæredygtighed og forbrugeradfærd

Can brands make consumers see sustainable behaviour as desirable? Well, with one campaign (and a pig in an armpit) they managed to change the routines of Russian women Sylvia Rowley for the Guardian Professional Network Wed 5 Oct 2011 16.00 BSTFirst published on Wed 5 Oct 2011 16.00 BST Women: do your armpits smell like this? Photograph: Christian Charisius/REUTERS Spritz – spray Armpit – underarm Resultant – resulting Influenced – affected Burgeoning – budding/growing Honed - refined Aspirational – Something to live up to In Russia, in 2007, most women used deodorant only on special occasions. They would spritz their