„By the Way“ Column: WWF Campaign Garners Widespread Support—But There's Still Room for Improvement
The new WWF campaign gets a lot right. It stands out, appeals to people, is understood, and sparks reflection*. But what makes it particularly interesting is another aspect: Many people agree with the message—without immediately taking action as a result. This isn’t a shortcoming of the campaign. Rather, it points to one of the most difficult questions in communication: What happens between agreement and action?
A woman on a treadmill. A crayfish in the water. Two images that at first glance seem completely different are brought together.
The idea works.
81 percent of those surveyed like the ad. „Funny,“ „creative,“ „short and to the point,“ „cool and clever“—that’s how they spontaneously describe their impressions. Others specifically highlight the unusual „combination of people and nature.“ That said, not everyone likes the execution. Some would like more explanation, while others find the connection unfamiliar at first or think the commercial is too short.
That doesn’t have to be a disadvantage. Communication that aims to stand out can also be unsettling. What matters most is that the message gets across. 92 percent say that „Nature is our life. Let’s take care of it“ is clearly conveyed. At the same time, the ad sparks reflection, surprise, and empathy. Actually, we could be satisfied at this point. But—there’s still one interesting question hanging in the air …
From Understanding to Action
People can understand a message. They can agree with it. They can find it appealing and credible—and still do nothing. That sounds trite. But it isn't.
After all, a significant part of communication logic is based on the assumption that positive perceptions and approval will eventually translate into action. Even if that were the case—it’s not enough. The survey on the WWF campaign provides an interesting insight into this: when asked about a possible donation to the WWF, 43 percent remain undecided. Not against it—but not (yet) in favor of it either.
Maybe we're asking the wrong question
Normally, one might ask at this point:
- How can we make our communication even more persuasive?
Perhaps that isn't the crucial question at all. If a message is already understood, credible, and meets with approval, trying to be even more persuasive may be of only limited help. The more interesting question, therefore, is:
- What is missing in a person who is already convinced, so that their conviction will eventually lead to action?
This also changes the way we view communication. It’s not always about changing attitudes. Sometimes—as in the case of WWF’s communication—those attitudes are already in place. Then it becomes interesting to consider what gives existing attitudes enough weight in a specific situation that they lead to action. Or to put it another way: what prevents action from following?
What We Can Learn From This
Perhaps we sometimes overestimate the power of approval in marketing and communication.
„I like it.“
„I feel the same way.“
„It's important.“
„I support that.“
These are positive reactions. But they aren't actions. Between attitude and behavior lie personal experiences, habits, priorities, barriers, and specific situations. And possibly a trigger that suddenly gives a topic a different meaning.
The factors at play are likely to vary from person to person and from situation to situation. That is precisely why it is generally not enough to «just» know, what people think. We should understand better, when and why what they already think—or, rather, what they are convinced of—becomes relevant to their actions.
What does this mean for the WWF?
First of all: The communication works. It stands out, is understood, generates goodwill, and combines a serious message with an unusually lighthearted approach. The candid responses, in particular, show that the comparison between humans and nature really resonates. We can build on that.
The next step, therefore, should not automatically be to make the message even more emotional, even more compelling, or to explain even more. It would be far more interesting to find out what lies behind that big „…Maybe I’ll take action.“ Or to put it another way: Why do people who are generally positive about the cause remain undecided nonetheless?
Is there a lack of personal connection? Is the issue not urgent enough in everyday life? Is there a lack of a specific reason? Or does the general agreement simply compete with a hundred other things that seem more important at any given moment?
This survey does not provide answers to the questions above.
Perhaps the most challenging task of communication is not always to create new beliefs, but rather to understand why existing beliefs have no consequences.
By the way… People don't always need to be convinced—sometimes they're already convinced. The key question, then, is to figure out why they still aren't taking action.
Source: *1 deeptrue.com, July 9, 2026, representative survey of the population, German-speaking Switzerland.
Laura Colledani and Klaus Ammon have more than 40 years of combined experience in consumer research and marketing research. Over the years, they have developed a keen sense of what moves people - even beyond the numbers. Both authors advocate a communication culture that listens before it broadcasts. With the new approach of consumer listening management tools, they want to support marketing managers in not only questioning consumers in the traditional way, but also entering into a genuine relationship with them.
