marketing

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 …

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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, …

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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* …

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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 …

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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 …

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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, …

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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 …

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Would you spend your entire solar marketing budget on a World Cup sponsorship?

The FIFA World Cup has come to an end with Spain crowned as the champions for the first time in their country’s history. The play in the final was less than inspiring, but the event was not without its interesting stories. One of those stories was about a Chinese solar company joining the ranks of …

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