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.

Stealing Plays: Why Sustainability Communicators Should Be More Like Bill Belichick

In honor of the return of Bill Belichick and the forthcoming NFL season, sustainability pros should "steal" these plays from the marketing playbook.…

4 Ways to Educate Consumers Without Being Preachy

TriplePundit sat down with Sandra Stumbaugh, VP of communications for Fair Trade USA, and Justin Dillon, CEO of Made in A Free World,…

7 Tips for Your Next Cause Marketing Campaign

Learn seven action-oriented tips to take your upcoming cause marketing campaigns to the next level. From advice about selecting a tactic to creating…

JetBlue’s Purpose-Driven Campaigns Spark Conversation

During a divisive time, how can a company inspire people to lay aside personal opinions and do something for the greater good? JetBlue…

Why Social Media and Sustainability Should Go Hand in Hand

Over the last decade, we have seen social media and sustainability play an increasingly important role in the way that businesses conduct and…

This Strawberry Ad About Food Waste Gives Us All The Feels

The oddly emotional campaign sheds light on the sad reality that more than 40 percent of all food purchased in the U.S. each…

Seventh Generation’s Plan to Take Over the Market Starts with Funny Woman Maya Rudolph

Can comedienne Maya Rudolph help Seventh Generation help get consumers to go green?

Move Over Pink: What Millennial Men Want from Cause Marketing Campaigns

Movember is now firmly established as a cause marketing effort with “oomph,” and is turning heads as it targets one of the most…

How to Tell Stories That Enhance Your Brand

If you are a corporate responsibility communicator, “you are your CFO’s best friend. Because 30 percent of a company’s stock value is intangible;…

Win Customers With Consumer-Hero Branding

Selling more places the company in the role of the hero. It is a hero for getting the customer to eat more, spend…

The Food Waste Fight Needs New Publicity

Perhaps the misappropriation of the word 'waste' to describe perfectly edible food is where we can begin to re-tool the way we think…

#NowTrending: Enlightened Brands

Enlightened brands are brands that have evolved to a higher state of consciousness. They take real, meaningful, sometimes even painful, action to make…

The Sufficiency Economy Philosophy: Corporate Sustainability Meets Karma

Many people benefit from a “more is better” outlook on the corporate economy. Jobs are created, prices drop as competition increases and futures…

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…

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…