What are you thinking? We need to shift the whole energy system of the planet off of coal. Those with control and access to capital bear the greatest responsibility and burden of this

What are you thinking? We need to shift the whole energy system of the planet off of coal. Those with control and access to capital bear the greatest responsibility and burden of this challenge.

John Fullerton is the Founder and President of Capital Institute, a collaborative working to transform finance to serve a more just, resilient, and sustainable economic system.

Excerpt from a panel presentation of the Business In The Community Ireland Summit on Corporate

Excerpt from a panel presentation of the Business In The Community Ireland Summit on Corporate Responsibility: Transforming to a Sustainable Business was held on Thursday 18th November 2010.

The panel includes James Quincey, The Coca Cola Company; Sir Stuart Rose, Chairman, Marks & Spencer; Prof Roger Steare, Cass Business School; Richard Jackson, Olympic Delivery Authority; and Gerard O'Neill, Amarach.

In this excerpt we hear from Gerard O'Neill of Amarach Research on how the pricing trap employed by marketers to sell product  is undermining sustainability initiatives and products while price is but 30% of the purchase decision is about price, 70% is about emotion, feelings. The importance of the circle of trust and the social environment in the decision making process by consumers points the way to get of the pricing trap.