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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Want to Create Real Change? Start By Making Sustainability Cool

Futerra recently co-published a guide for Selling Sustainability, offering a framework for marketers struggling with the challenge of making sustainability desirable. That’s nice…
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Cause Marketing: The Success of Michelle Obama’s Drink Up Campaign

Does cause marketing actually work? New data shows Michelle Obama's Drink Up Campaign is encouraging Americans to drink more water. Although some have…
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Hong Kong Fights Litter with High-Tech Public Shaming

Community activist group Hong Kong Cleanup recently launched an innovative campaign that fights litter with high-tech public shaming.
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Green Initiatives Improve a Brand’s Perceived Value

These days, if your business isn’t going green, it’s going extinct. Consumers aren’t only looking for businesses that offer high-quality products and competitive…
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New Report Offers Advice on Selling Sustainability, But Is it Right?

Why is selling sustainability so difficult? This question opens a new report from BSR and Futerra, aiming to provide an effective framework that…
SwitchPoint, held in Saxapahaw, North Carolina on April 23 and 24, is an annual conference that invites entrepreneurs and business and nonprofit leaders to share and amplify their global impact in the fields of public health, technology, business, design, science and art.

What’s a ‘Mad Man’ Doing at a Global Humanitarianism Conference?

After speaking at the SwitchPoint conference, John Newall of McKinney Advertising Agency confessed that he couldn’t help but ponder his own attendance: “I…
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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.…