Green Marketing 101
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It has been well documented that an increasingly vocal minority of Americans (British too according to a recent New York Times article) think that the threat of global warming is overblown, nonexistent, or at the very least, not manmade. >> read more
I suppose the headline of this post is a bit of a, “duh.” We all know brands matter … that’s why we spend so much money building and defending them.
In all the discussions and theories, though, around why consumers choose green products, there’s little discussion of brand. And our soon-to-be-published Green Living Pulse study reveals that there is, in fact, a big correlation. There’s also a triumph of brand over initial gut-reaction. >> read more
This is a guest blog post by Paul Hannam.
Conscious consumers are shifting to the web even more rapidly than many other market segments. According to a report in early 2010 from Burst Media, >> 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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