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Impact Investing has a whole new game
You know that guy, Jim Cramer? He’s off his rocker. He’s got a TV show called Mad Money that’s akin to MTV of the early 90’s: the cameraman appears to have forgotten his tripod and also to be completely hammered, and there’s lots of random noises, buzzes, popups, bings, boops, and, well, Cramer. He analyzes […] More
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Younger Consumers NOT So Eco-Friendly
Want to find the most eco-friendly shoppers? Don’t look at the 18–34 set. While it’s conventional wisdom that younger shoppers are more “green” than older ones, a new study says nope, it’s ain’t so! According to The Checkout, a shopper experience study currently underway by The Integer Group and M/A/R/C Research, the demographic with the […] More
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Environmental Engineering: The Hottest Green Collar Certification?
Guest post by Everett S. What are the hottest green collar jobs right now? This industry is moving at such a hectic pace you can’t always predict exactly what technology or system will reach critical mass first – especially if it depends on your climate and geography. So the best choice may be the one […] More
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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 […] More
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What Consumers Want in Green Claims
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 […] More
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Consumers Will Punish Brands for False Environmental Claims
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 […] More
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Green Collar Jobs: The Red Hot New Career Field in the US
You’ve heard of white collar careers and blue collar jobs, but there’s a new set of jobs in the marketplace: green collar jobs. A relatively recent addition to the job market, this industry spans a wide variety of industries and simply put, focuses on eco-friendly careers. What exactly is a green collar job? In general, […] More
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Eco Cocoa: Sweet or Loco?
Last Thursday evening, February 10, as a sweet precursor to the Valentine’s Day ahead, the Global Cocoa Project, courtesy of its parent initiative, the Global Giving Circle, as well as from Calgary Brown producing the event for Hub Bay Area (in SoMa within the San Francisco Chronicle building), brought to our watering mouths a taste of what kind […] More
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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 […] More
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Greening Print Marketing: It Can Be Easy If You Let It
I’ve been covering the greening of print marketing for a long time. I just updated my report “Greening Print Marketing: A Practical Guide,” and here is what really struck me as I was doing so: How critical it is to understand product lifecycles if you really want to do a credible environmental footprint analysis How […] More
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Dumb Mailing Moves That Hurt the Environment
We all want to talk about big, grand ideas for saving the environment. How about taking small, incremental steps like, say, not mailing big huge, bulky packages to the wrong people? I was browsing an industry discussion group recently and the the co-owner of an interactive marketing firm — you know, one of those creative, […] More
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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 […] More