Most ads fail because they win attention without building the right associations. In a marketing landscape where 85% of ads don’t even last 2.5 seconds in memory, eco-friendly brands can’t afford to just inspire warm feelings. To shift behaviour, you need more than a message, you need a mental shortcut that makes your brand the obvious choice at the moment of decision. At strat4, we call this the “Attention + Association” formula for sustainable brand growth.