Brief: Get 35-45-year-olds to care more about the environment
The insight we got was that the user is in need of a service that makes it easier to make good decisions. The user wants to feel that they are making their own decisions that are not decided by anyone else.
A Google plug-in that acts as self-censorship filtering out all links that go to non-environmental promotions.
This solution allows the user to make good decisions only - at the same time as they still feel that they have control over their choices.