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Responsible Consumption: The Next Frontier in Green MarketingJacquelyn 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 ...
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Six Socially Responsible Tactics That Grow Your Small BusinessGeri 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 ...
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Profiling Green Moms: What Marketers Need to KnowAndrea 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 ...
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Mobile Coupons: Your Message on the MoveBob 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 ...
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Emerging Consumer Values: Why Brands Must AdjustClaire 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 ...
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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 ...
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Green Marketing Claims: Whom Do You Trust?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 ...
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The Tao of Green MarketingIrv 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 ...
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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," ...
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E-Marketing: Greening the Digital ProcessChet 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 ...
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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 ...
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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 ...
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2009: The Year of 'Light Green'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 ...
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Green Marketing 'Broke Through' in 2008—What's Next?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 ...
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Eco-Logos: A Double-Edged Sword?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 ...
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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 ...
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Going Green: Moving Printed Newsletters, Statements, and Promotions to EmailChris 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 ...
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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 ...
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The Power of Green Lies in the Hands of MarketersJacquelyn 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 ...
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The Five Simple Rules of Green MarketingJacquelyn 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 ...
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