Green Marketing

From The Sustainability Dictionary: The positioning and segmenting of consumers by ecologically-driven concerns and the development of strategies and solutions that will meet their needs and desires with as little negative impact on the Earth as possible. Products and services which satisfy or appeal to these consumers are often called “green” and their advertising and promotion often make claims of less environmental impact in terms of energy, materials, processes, or toxic substances.

In addition, green marketing includes the representation of a company, product, or service as less harmful to nature. This can lead to greenwashing when this represenation is neither sincere nor accurate.

Other terms for this are Environmental Marketing and Ecological Marketing.

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Is Sustainability Dead?

Our history shows an abysmal failure rate on the part of climate change, but our history also shows us that in the face…
After a visit to Patagonia's headquarters in Ventura, California, one special employee stuck out. He not only represented the brand, but also underscored how important engaged employees are to a sustainable company.

Patagonia: The Incomparable Authentic Brand

Authenticity is the brand term du jour. When you look past all the hype, it just comes down to creating a company that…
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Fear-Based Marketing Has No Place in the Mainstream Climate Change Debate

When it comes to climate change, voting, marching and innovating are "achievable, empowering, scalable and marketable," argues Ian Edwards -- and are far…
Oscar-nominated actor and longtime environmentalist Leonardo DiCaprio recently purchased an EV racing team to inspire drivers to go electric.

3p Weekend: 5 Celeb-Backed Green Marketing Campaigns We Can Actually Get Behind

Celeb-backed environmental campaigns are often sigh-inducing displays of greenwashing, but we're all for giving a pat on the back when things are done…
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Natural Food Expo: Consumers Demand Healthy Convenience

The food industry’s revenue growth is now being driven by a consumer mega-shift from fast foods to healthy convenience food.
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Women in CSR: Cindy Drucker, Weber Shandwick

Cindy Drucker, Executive Vice President, Weber Shandwick, talks about her career, inspiration and recent accomplishments in our Women in CSR series.
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Want to Sell Your Sustainable Product? Stop Being So Gloomy!

How can sustainable companies reach the 86% of "consumers who care," most of whom aren't moved by stories of gloom, doom, and impending…
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FTC Green Guides Report Helps Marketers Avoid the Pitfalls of Greenwashing

"Greenwashing" sows distrust among consumers and keeps green products from reaching their full potential. A new report helps marketers avoid those pitfalls.
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Walking the Tightrope: How to Avoid Green Marketing Nightmares

Promoting the environmental or sustainability improvements of a product or service can be a tricky high-wire act that can give marketing professionals nightmares.…
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Green Sells: Meaningful Brands Outperform the Stock Market

New research proves that green products and meaningful brands generate increased sales and financial performance that outperforms the stock market. Best practices are…
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McDonald’s Customers Don’t Buy Salads – But Whose Fault is That?

McDonald’s CEO Don Thompson said last week that salads make up 2 to 3 percent of U.S. restaurant sales. In other words, McDonald’s…

San Francisco: Issue an Impact-Rated Muni Bond in Energy Efficiency

In light of San Francisco's Board of Supervisors resolution to divest from fossil fuels, students of Presidio Graduate School call for its issuance…
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Lessons Learned From Hyundai’s Failed Suicide Ad

Hyundai's latest ad about a man who tried to commit suicide by inhaling gas fumes in his garage but failed because the Hyundai…
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Target Stores Honor Earth Day By Giving Away Reusable Bags

Target gave away 1.5 million reusable bags at its stores across the U.S. in honor of Earth Day.
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We Investigate Labor Violation Claims Against Fair Trade Chocolatier Theo Chocolate

Theo Chocolate has been accused of union busting by the International Labor Rights Forum and Teamsters, who say that the fair trade chocolate…