This excerpt is from a panel presentation at the Business In The Community Ireland Summit on Corporate Responsibility, held in November 2010.

The panel featured experts including James Quincey (The Coca-Cola Company), Sir Stuart Rose (Marks & Spencer), and Gerard O'Neill of Amarach Research.

O'Neill highlighted how marketers' 'pricing trap' hinders sustainability initiatives. He argued that while price accounts for only 30% of a purchase decision, emotion and feelings drive 70%. Emphasizing trust and the social environment is crucial for consumers to move beyond price-driven choices.