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    <loc>https://www.collectivematter.co/thoughts/montreal-climate-week</loc>
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      <image:title>Thoughts - Why Collective Matter Is Helping Build the First Montreal Climate Week - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/05f8a553-a558-434f-830b-487db11ee995/SCMTL_impact-theory-EN.png</image:loc>
      <image:title>Thoughts - Why Collective Matter Is Helping Build the First Montreal Climate Week - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <loc>https://www.collectivematter.co/thoughts/beyond-doom-drive-real-adoption</loc>
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    <lastmod>2026-01-14</lastmod>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/ddf3653e-2a7b-452b-95ae-8f126e802000/Anne-Marie_Brouillette_montreal.jpg</image:loc>
      <image:title>Thoughts - Beyond Doom &amp;amp; Guilt-Trips: How Do We Drive Real Adoption of Better Behaviours and Solutions? - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/1762272692686-7D7PO7TJQE4MBWUB32MO/ashley-chow-EEeviclWp_c-unsplash.jpg</image:loc>
      <image:title>Thoughts - Beyond Doom &amp;amp; Guilt-Trips: How Do We Drive Real Adoption of Better Behaviours and Solutions? - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/1762393573761-6H52UOA7FYRXIMOE2XH7/allison-saeng-5KJLZfeMsv4-unsplash.jpg</image:loc>
      <image:title>Thoughts - Beyond Doom &amp;amp; Guilt-Trips: How Do We Drive Real Adoption of Better Behaviours and Solutions? - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <loc>https://www.collectivematter.co/thoughts/sustainable-marketing</loc>
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    <lastmod>2026-01-26</lastmod>
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      <image:title>Thoughts - What Is Conscious Marketing? (And Why It Matters)</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/56cacc19-e97d-4a46-b300-4271c3552a63/gustopo-galang-GQIRstZ41kY-unsplash.jpg</image:loc>
      <image:title>Thoughts - What Is Conscious Marketing? (And Why It Matters) - Make it stand out</image:title>
      <image:caption>Gustopo Galang</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/99d35ab6-a38a-4615-944e-56bb48e7dfa6/Screenshot+2025-09-29+at+10.45.15%E2%80%AFAM.png</image:loc>
      <image:title>Thoughts - What Is Conscious Marketing? (And Why It Matters) - Make it stand out</image:title>
      <image:caption>On September 24, 2025, it was officially announced that the ocean acidification boundary had been crossed, marking the seventh of nine planetary boundaries breached. We’re nearing the high‑risk zone for irreversible, irreplaceable damage; adopting a future‑fit framework now is essential.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/657b8b77-bba6-41eb-bf0e-310f7a885129/getty-images-eGkiTUX_YV8-unsplash.jpg</image:loc>
      <image:title>Thoughts - What Is Conscious Marketing? (And Why It Matters) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/fe87805c-1286-4eed-8799-56571f41f0dc/allison-saeng--QAirbHllhs-unsplash.jpg</image:loc>
      <image:title>Thoughts - What Is Conscious Marketing? (And Why It Matters) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/ce3ff123-7d16-4e36-8795-e9d5f7fab9ae/collective-matter-guide-co-create.jpg</image:loc>
      <image:title>Thoughts - What Is Conscious Marketing? (And Why It Matters) - Make it stand out</image:title>
      <image:caption>Conceptual framework adapted from Victoria Hurth, ‘Characterising marketing paradigms for sustainable marketing management, 2017.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/344f303d-8ea4-4215-a25d-617eb32a4f7b/collective-matter-Sustainable-marketing_stats-1.png</image:loc>
      <image:title>Thoughts - What Is Conscious Marketing? (And Why It Matters) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
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    <loc>https://www.collectivematter.co/thoughts/category/Innovation</loc>
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    <loc>https://www.collectivematter.co/thoughts/category/Sustainable+Marketing</loc>
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    <loc>https://www.collectivematter.co/thoughts/category/Economy</loc>
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    <loc>https://www.collectivematter.co/thoughts/category/Partnerships</loc>
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    <loc>https://www.collectivematter.co/thoughts/category/Branding</loc>
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    <loc>https://www.collectivematter.co/thoughts/category/Conscious+Marketing</loc>
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  <url>
    <loc>https://www.collectivematter.co/idees</loc>
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    <lastmod>2026-08-19</lastmod>
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    <loc>https://www.collectivematter.co/idees/semaine-climat-montreal</loc>
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    <lastmod>2026-08-19</lastmod>
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      <image:title>Idées - Pourquoi Matière Collective (Collective Matter) contribue à bâtir la première Semaine Climat Montréal - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/a2720af6-f865-413b-8cab-ad9462812c09/MTL_Climate-Week_brandkit.png</image:loc>
      <image:title>Idées - Pourquoi Matière Collective (Collective Matter) contribue à bâtir la première Semaine Climat Montréal - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/75c24317-fa3c-4087-9306-d982636fbda8/SCMTL_impact-theory-v3.png</image:loc>
      <image:title>Idées - Pourquoi Matière Collective (Collective Matter) contribue à bâtir la première Semaine Climat Montréal - Make it stand out</image:title>
      <image:caption>Théorie haut niveau Semaine Climat Montréal</image:caption>
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  <url>
    <loc>https://www.collectivematter.co/idees/comment-encourager-ladoption</loc>
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    <lastmod>2025-11-07</lastmod>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/1762272692686-7D7PO7TJQE4MBWUB32MO/ashley-chow-EEeviclWp_c-unsplash.jpg</image:loc>
      <image:title>Idées - Au-delà de la culpabilisation et du fatalisme : comment encourager l’adoption réelle de meilleurs comportements et solutions ? - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/1762393573761-6H52UOA7FYRXIMOE2XH7/allison-saeng-5KJLZfeMsv4-unsplash.jpg</image:loc>
      <image:title>Idées - Au-delà de la culpabilisation et du fatalisme : comment encourager l’adoption réelle de meilleurs comportements et solutions ? - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
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  <url>
    <loc>https://www.collectivematter.co/idees/marketing-durable</loc>
    <changefreq>monthly</changefreq>
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    <lastmod>2026-01-26</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/d47b0921-c0f5-4663-a9b0-ff75af2ccfea/Anne-Marie_Brouillette_montreal2.jpg</image:loc>
      <image:title>Idées - Qu’est-ce que le marketing conscient? (Et pourquoi c’est important) - Make it stand out</image:title>
      <image:caption>Rédigé par Anne-Marie Brouillette</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/56cacc19-e97d-4a46-b300-4271c3552a63/gustopo-galang-GQIRstZ41kY-unsplash.jpg</image:loc>
      <image:title>Idées - Qu’est-ce que le marketing conscient? (Et pourquoi c’est important) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/99d35ab6-a38a-4615-944e-56bb48e7dfa6/Screenshot+2025-09-29+at+10.45.15%E2%80%AFAM.png</image:loc>
      <image:title>Idées - Qu’est-ce que le marketing conscient? (Et pourquoi c’est important) - Make it stand out</image:title>
      <image:caption>Le 24 septembre 2025, il a été officiellement annoncé que la limite de l’acidification des océans avait été franchie, marquant la septième des neuf limites planétaires dépassées. Nous approchons de la zone à haut risque de dommages irréversibles et irremplaçables ; il est essentiel d’adopter dès maintenant un cadre future‑fit.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/657b8b77-bba6-41eb-bf0e-310f7a885129/getty-images-eGkiTUX_YV8-unsplash.jpg</image:loc>
      <image:title>Idées - Qu’est-ce que le marketing conscient? (Et pourquoi c’est important) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/0cd943ee-ef95-40bc-b812-363b06307a13/Artboard+4+copywhite.png</image:loc>
      <image:title>Idées - Qu’est-ce que le marketing conscient? (Et pourquoi c’est important) - Make it stand out</image:title>
      <image:caption>Conceptual framework adapté de Victoria Hurth, ‘Characterising marketing paradigms for sustainable marketing management, 2017.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6446c67b8d0e044dd979b3a4/24f0d17b-dcb6-4dd3-9455-d38164ff015e/Artboard+3+copywhite.png</image:loc>
      <image:title>Idées - Qu’est-ce que le marketing conscient? (Et pourquoi c’est important) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
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    <loc>https://www.collectivematter.co/idees/category/Partenariats</loc>
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    <loc>https://www.collectivematter.co/idees/category/%C3%89conomie</loc>
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    <loc>https://www.collectivematter.co/idees/category/Innovation</loc>
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    <loc>https://www.collectivematter.co/idees/category/Marque</loc>
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    <loc>https://www.collectivematter.co/idees/category/Sciences+Sociales</loc>
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    <loc>https://www.collectivematter.co/idees/category/T%C3%A9moignages</loc>
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    <loc>https://www.collectivematter.co/idees/category/Marketing+durable</loc>
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    <loc>https://www.collectivematter.co/about</loc>
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    <lastmod>2026-06-10</lastmod>
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    <loc>https://www.collectivematter.co/home</loc>
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    <lastmod>2026-07-06</lastmod>
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