Marketing Resources: Green Marketing

• Responsible Consumption: The Next Frontier in Green Marketingby Jacquelyn Ottman
  It's one thing to design a product to be greener, but it's all for nothing if the consumer uses it (or disposes of it) irresponsibly. Here are four examples of companies that went green (with their customers) and profited as ...
  More articles on Customer Behavior, Green Marketing, Marketing Tips
• Six Socially Responsible Tactics That Grow Your Small Businessby Geri Stengel
  It's a global trend: Consumers want to buy from, employees want to work for, and other businesses want supplies from, socially responsible enterprises. Small-business owners can use the corporate social responsibility trend to improve their own businesses and stand out ...
  More articles on Collaboration, Community, Green Marketing, Marketing Smarter, Marketing Tips, Small Business
• Profiling Green Moms: What Marketers Need to Knowby Andrea Learned
  We are in a perfect storm brought on by the economic downturn, emerging consumer interest in sustainability, and the power of social media. And whether for reasons of cost savings or family health, women who are moms, write blogs, and ...
  More articles on Green Marketing, Personas, Recession, Segmentation, Targeting, Women
• Mobile Coupons: Your Message on the Moveby 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 Adjustby 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 Marketingby 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 Processby 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 ...
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• 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 Journeyby 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 Emailby 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 Practicesby 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 Marketersby 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 Marketingby 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 Environmentby 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, Tooby 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 Myopiaby 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

See all 25 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

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Green Marketing online seminar broadcasts from the best minds in marketing

• Green to Gold: Why Smart Companies Are Going Green (Even in a Recession)Broadcast on 2/12/2009 11:00:00 AM
  More seminars on Benchmarking, Branding, Green Marketing, Marketing Strategy, Metrics, Recession

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