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Hope

Hope-related messaging can be more effective than fear-based communications in encouraging creative problem solving around sustainability, a new study by researchers at the University of Nottingham has suggested.
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Hope, not fear, can inspire creative problem-solving around sustainability, study suggests

7 hours ago7 hours ago4 mins

Hope-related messaging can be more effective than fear-based communications in encouraging creative problem solving around sustainability, a new study by…

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  • Jamie Anderson on why consumers can ‘smell it’ when sustainability initiatives don’t go far enough.May 28, 2026
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