Marketing Resources: Green Marketing

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Results for Green Marketing

Mobile Coupons: Your Message on the Move by Bob Bentz
Ask most US consumers whether they want to receive mobile-marketing messages on their cell phones, and they will usually answer with a resounding "No." Consumers worry they'll start receiving unwanted Viagra ads and messages from a prince in Kenya. Nothing ...
More articles on Green Marketing, Marketing Tips, Mobile Marketing, Segmentation
Emerging Consumer Values: Why Brands Must Adjust by Claire Ratushny
Consumer trends come and go. What else is new? Plenty. We're living in an unprecedented era when several critical elements—consumers' rising debt, higher costs for basic necessities, low savings rates, shrinking assets, and a growing awareness of environmental issues—have gradually come ...
More articles on Branding, Green Marketing, Marketing Tips, Product Marketing
Green Marketing Claims: Whom Do You Trust? by Jacquelyn A. Ottman
Deservedly or not, industry these days is accused incessantly of greenwashing. It's not surprising, for several reasons, that industry isn't trusted to make truthful green marketing claims and provide information that is credible, straightforward, and useful. So how do we restore trust ...
More articles on Community, Customer Relationships, Green Marketing, Marketing Challenges, Word of Mouth
The Tao of Green Marketing by Irv Weinberg, Carolyn Parrs
Consumers have begun to suffer from "green fatigue." It's not hard to understand why when you can buy organic gummy bears and free-range beef jerky nestled between the six-packs and the rolling paper in a convenience store. For your green message ...
More articles on Advertising, Brand Positioning, Community, Creativity, Customer Behavior, Green Marketing, Marketing Tips
E-Marketing: Greening the Digital Process by Chet Dalzell
For those of us who were brought up e-marketing, e-shopping, e-dating, e-gossiping—and all things e—we may feel smug that we are truly paperless (are we really?), and thus we are so green in our behavior that who would dare cast ...
More articles on Digital Marketing, Direct Marketing, E-Commerce, Green Marketing, Marketing Analytics, Targeting
2009: The Year of 'Light Green' by Andrew Winston
Over the past two years "green" has become part of nearly every serious business discussion. But what will happen now in this damaged economy? Some of the green pressure on companies will lessen, but the underlying forces driving the green ...
More articles on Economic Crisis, Green Marketing
Green Marketing 'Broke Through' in 2008—What's Next? by Jacquelyn A. Ottman
Wall Street had a stormy 2008, but there is a silver lining: Industry leaders are now turning to all things "eco" as a new source of (genuine?) green. Here are the top 5 green marketing stories from a volatile year—and ...
More articles on Green Marketing
Eco-Logos: A Double-Edged Sword? by Jacquelyn A. Ottman
Eco-logos are all the rage—but how valuable are they as a marketing tool? Are there some hidden risks that warrant a second look? Let's consider the three ingredients of an effective marketing logo—green or otherwise—and their implications for the savvy eco-marketer.
More articles on Green Marketing, Logos
Big Impact from Seemingly Small Changes: How Multinationals Are Starting the Sustainability Journey by Rachel Botsman
We are awash in "green" articles that highlight examples and best-practices of companies such as Patagonia, Stonyfield Farm, and Timberland—businesses that have had sustainability as part of their DNA from the outset. But what is the right approach for large, ...
More articles on Branding, Green Marketing, International Marketing
Going Green: Moving Printed Newsletters, Statements, and Promotions to Email by Chris Lovejoy
In this day and age, one could say that green is the new black. More than ever, consumers are engaged in environmentally sound practices. And companies can easily leverage this "green" trend to not only show their customers their concern ...
More articles on Direct Marketing, Email Marketing, Green Marketing, Permission Email Marketing, Promotions
She's Waiting: Five Ways to Reach Women via Sustainable Business Practices by Andrea Learned
An authentic and established sustainable commitment resonates with women. Here's how companies can work toward more sustainable operations, offer products that reflect that intention, and (in doing so) create good business with a double whammy.
More articles on Brand Awareness, Customer Behavior, Customer Engagement, Green Marketing, Segmentation, Women
The Power of Green Lies in the Hands of Marketers by Jacquelyn A. Ottman
Many people think the power to restore our environment—to curb greenhouse gases, to clean up our air and water, to cut down on precious resources' ending up in landfills—lies in the hands of scientists and engineers, or lawyers and legislators. ...
More articles on Green Marketing, Marketing Challenges, Marketing Smarter
The Five Simple Rules of Green Marketing by Jacquelyn A. Ottman
A strong commitment to environmental sustainability in product design and manufacturing can yield significant opportunities to grow your business, to innovate, and to build brand equity. In fact, if you don't manage your business with respect to environmental and social ...
More articles on Brand Awareness, Customer Behavior, Green Marketing, Marketing Tips, Word of Mouth
How (and Why) to Get the Word Out about Your Brand and the Environment by Steve Utley
Consumers are beginning to take environmental impact into consideration in purchase decisions. Businesses that demonstrate environmental responsibility have the opportunity to contribute favorably to their images while aligning themselves with the preferences of their customers. To get the full value out ...
More articles on Brand Positioning, Customer Relationships, Green Marketing
Green Bubbles Pop, Too by John Rooks
Housing booms, dot-coms, high-tech, bio-med, religious fervor, Republican or Democrat regimes, peace-war—all of it... all the best (and worst) bubbles have, or will, pop on their way back to the center. In terms of the "Greening of America," we are currently ...
More articles on Advertising, Brand Positioning, Green Marketing
How to Avoid Green Marketing Myopia by Jacquelyn A. Ottman
In 1994, Philips launched "EarthLight," an energy-efficient compact fluorescent light bulb with a clumsy shape that was incompatible with most conventional lamps; it had a confusing package—and a $15 price tag compared with 75 cents for the incandescent bulbs. Sales ...
More articles on Customer Satisfaction, Green Marketing, Positioning, Value Propositions
The Green Market Niche, Part 2: Who Killed the Electric Car (or How to Be a Good Greenwasher) by John Rooks
Reflecting on past green products that were moving toward mainstream but failed, illustrates some of the challenges of legitimacy that innovation can face. On the other hand, monitoring those who have been notoriously self-serving and successful reveals marketing efforts to ...
More articles on Advertising, Green Marketing, Targeting
The Green Market Niche: Being Green, Going Mainstream by John Rooks
The long tail of the "Green Marketing" niche seems to be getting thicker as America mainstreams into greener consumerism (some call it "prosumerism"). With such a dynamic and emerging marketplace, it's important to understand where the Green Market came from and ...
More articles on Advertising, Green Marketing, Targeting
Make Money—Practice Social Responsibility by Denise Shiffman
Conventional wisdom would have many executives believe that social responsibility is in conflict with revenue and profit growth. It's true: A company's responsibility is to increase profits. Yet social responsibility doesn't have to be a drag on the bottom line. ...
More articles on Collaboration, Creativity, Green Marketing
Retail Trends 2007: Beauty, Fashion... China by Patricia Pao
Next year will bring major shifts in beauty, especially organics, and fashion as consumers take more control over all aspects of their harried lives. Interestingly, growth will come from non-traditional sources... .
More articles on Customer Behavior, Green Marketing, Marketing Inspiration

See all 22 marketing articles related to Green Marketing

The Color of Money
As environmental awareness continues to rise, the average consumer has become more conscious of the need to make greener choices. A post at the Osocio blog highlights a satirical cartoon from ...
More articles on Green Marketing, Marketing Inspiration, Surveys
Green Facts for Greenbacks
In the past, recessions have proven disastrous to the momentum of eco-conscious movements. But not this time. "There is a growing body of evidence that [green policies pay big] dividends," ...
More articles on Collaboration, Email Marketing, Green Marketing, Recession
This Packaging Makes Mother Earth Glad
Especially for those of us trying to reduce our negative impact on the planet, the volume of waste generated by food packaging is discouraging. Cardboard cartons, plastic bottles and vacuum-sealed ...
More articles on Customer Satisfaction, Green Marketing, Marketing Inspiration
Embrace the Rebuke
If you've ever been to Fort Collins, Colorado, you've likely ventured to the outskirts of its historic district to sample popular beers like Fat Tire and 1554 at New Belgium's ...
More articles on Green Marketing, Marketing Inspiration, Public Relations
Kermit Got It Wrong
Being green can be a plus for marketers. For instance, converting mail to email helps the environment, but also has a number of practical marketing benefits. Customers can take immediate action ...
More articles on Email Marketing, Green Marketing
Green Is Good. Green Works.
Van Jones beat the odds when The Green Collar Economy landed at number 12 on the New York Times best-seller list. "What he didn't have, as a first time author ...
More articles on Green Marketing, Marketing Inspiration, Word of Mouth