Browsing the "marketing" Tag

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Sustainable Behavior Change: Effective Programs

It’s fairly well established that, in terms of sustainability, attitudes far surpass actions. According to Gallup polls, at least 2/3 of respondents have consistently responded to questions about their concern for the environment by saying that they would describe themselves as fairly green. This trend has been consistent for decades. But action is not always […]

May 14th

Trade Show Green Marketing

Trade shows are a terrific venue for marketing your company’s goods and services. The Green Festival, a long-running marketplace for socially responsible businesses and their products, is held several times per year, and has attendance well into the tens of thousands. Our company exhibited our sustainability game at the Green Festival in New York, Chicago, […]

April 10th

Federal Trade Commission cracks down on Greenwashing

SC Johnson, maker of Windex, might have tossed the proverbial straw that broke the camel’s back in relation to greenwashing. SC Johnson was sued by consumer activists over their “Green List” label, which they placed on products that had no verifiable sustainability credentials. Trouble was, it looked like a 3rd party, independent label that *did* […]

October 4th

Which Green Marketing Approach Is Most Effective?

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 […]

Got Green? Flaunt It!

Last week, I blogged about some of the latest research showing that marketers are missing the opportunity to share their green stories with customers who want to hear it. Customers want to hear your green story. Research shows that when marketers share their green commitments, it increases customers’ favorable feelings toward the company, strengthens customer […]

January 25th

Green URLs: The New Norm

Is it just me? Or do you notice “green” pages popping up on companies’ websites everywhere? Home • Products • Services • Who We Are • The Environment • Contact Us Everybody, it seems, has a page promoting their environmental commitment these days. It’s hip to be green. It’s cool to be environmental. I like […]

November 18th

Chevron Gets Ad-Jacked

Yesterday, Chevron launched a new advertising campaign called We Agree. According to the company news release: The campaign highlights the common ground Chevron shares with people around the world on key energy issues.  It also describes the actions the company takes in producing energy responsibly and in supporting the communities where it operates. Not everyone […]

October 19th

Solar or oil: is that a legitimate question?

Last week, a story titled Texas Oil Baron Is Promoting Solar Energy ran in the New York Times. Written by freelance environmental journalist Todd Woody, it was about a commercial featuring Larry Hagman, posing as the Texas oil tycoon J.R. Ewing that he played on the TV show Dallas. In the commercial, the former faux-oilman […]

July 23rd

Buy Solar. Get a Gun. Literally.

Is this an irresponsible business strategy or brilliant marketing in disguise? What better way to get a gun-toting NRA member to go green? Give ’em a free firearm with a purchase of a 3kW+ solar system. That’s right… green power and fire power, now, go hand in hand thanks to the fine folks at Bland […]

June 19th

Major: Marketing; Minor: Saving the World

A review of the textbook Sustainability Marketing: A Global Perspective – the idea that a business degree can help better the world. Ahhh. Remember that first day of college? Young. Naive. You think you can change the world. Then, your parents start bugging you about choosing a career and so you major in business and […]

May 18th