Discussing the people, ideas, and companies that redefine capitalism and inspire positive change
If Google indeed wants to “do no evil” perhaps it should stick to what it does best, grow and improve it’s search and more generally increase access to information on the internet. Obviously a statement like that is not exactly a stretch as companies that focus on their core competencies are often ones that succeed [...]
With US gas prices returning to the previous shock levels–Summer of 2008–President Obama responded to the pressure with a speech today at Georgetown University, just a few miles west of the White House. The Energy Department reports that prices at the pump are up 15% for the year since February 7, which is undoubtedly causing [...]
As corporate marketers and regulators alike evaluate how to communicate environmental commitments and avoid greenwashing, the 2011 Cone Green Gap Trend Tracker (download for free here) tested which of three common marketing approaches was most influential in consumer purchase decisions. Consumers were asked to “purchase” the most environmentally responsible of three generic cleaning products based [...]
What are consumers looking for in marketers’ green claims? Honesty, according to the Cone’s 2011 Green Gap Trends Tracker. According to the research, a majority of American consumers are distrustful of companies’ environmental claims (57%) and are overwhelmed by the amount of environmental messages in the marketplace (51%). Given this confusion, it’s understandable that consumers [...]
After all the effort marketers are putting into communicating their green claims, a new study shows that consumers — American consumers at least — continue to misunderstand phrases commonly used in environmental marketing and advertising. Often, this gives products a greater “green halo” than they may deserve. At the same time, these same consumers are [...]
