Green Marketing 101
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Organizations are facing enormous pressure these days as the regulatory landscape intensifies and the need for transparency increases. Global competition is also increasing, while the demands of customers change rapidly in a market where recessionary forces linger. >> read more
Our company just launched “MapChange2010″, a new study comparing the real efforts that brands are making in fighting climate change, and the perception consumers have of those brands. From this study emerge our “5 C’s of Sustainability Branding.” >> read more
Now that green has gone mainstream, it is a common misconception that people have a strong understanding of the green catch phrases. >> read more
Getting Smart About Green Targeting
Marketing green can be a challenge for even the most seasoned professional. There are many reasons for this of course: consumer beliefs are still evolving; demand is not well established; and even where it is, purchase behavior tends to be inconsistent (e.g., the same consumer buys the hybrid and the SUV).
Do not try this at home: Green marketing gone bad
Navigating a course through the world of green marketing is currently like driving on the highways of a third world country; there aren’t any nationally recognized standards/rules that one can be accused of breaking, leaving moral and social ramifications of misuse up to individual interpretation. Until the recently renewed Federal Trade Commission hearings (the first revision in 10 years) into green marketing guidelines, the litmus test for credibility was the consumer.
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