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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Just Green It! Making Sustainability Cool

For generations, our most successful advertisers have forgone educating people on the complexities of their offerings in favor of appealing to the emotion…
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How to Make Money by Helping Consumers Reduce Watts, Drops and Other Waste

There is a lot of opportunity for future-looking businesses to profit by helping consumers save money, time, space, and better their lives by…
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Guatemala’s Quetsol Campaigns to Change the Way Solar is Distributed

A small Guatemalan renewable energy company wants to change the way solar is sold to low-income rural families, saying that the popular and…
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Is Green the New Thin? Only in Clorox Green Works’ New Campaign

Eco-fanatics and rich people have made “green” into a status symbol that makes many women frustrated because they feel the bar is too…
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Sustainable Businesses Need to Focus on Latinos

The Latino population is the fastest growing demographic in the United States. According to the Pew Hispanic Center, approximately 800,000 Hispanic residents turn…
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How to Avoid Greenwash When Marketing Biobased Content

Communicating the benefits of “biobased” content, the world’s newest ecological marketing term, is often tricky. Happily, strategies and a credible third party label…
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Alex Bogusky SodaStream Ad Rejected for “Soda Denigration”

Alex Bogusky doesn’t rest for a minute. After advocating for Proposition 37 and making "The Real Bears" video for the Center for Science…
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Clorox Adds Blog to CSR Reporting Efforts

Two years after launching its corporate responsibility site, Clorox finally launched its first corporate blog on the same topic. The content is a…
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The 5C’s of Sustainability Branding, Revisited

Marc Stoiber's original 5C's, created in 2010, are joined by new C's inspired by the changing landscape of sustainability branding.
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Upshot of FTC Revised Green Guides: Stop Touting Products as “Green”

The FTC’s revised Green Guides have put their foot down on the term ‘green’ and its equally vague cohorts ‘eco-friendly’ and ‘earth-smart’. Now…
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How the Sports Industry Is Greening Stadiums and Taking Names

Last week, the second annual Green Sports Alliance Summit wrapped up in Seattle. Here's what they decided between bouts of pick-up basketball.
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Will Emerging Markets like China and Brazil Lead the World in Green Consumption?

If you’re wondering what’s going on with green consumption these days, GfK has some answers for you. According to the company’s latest global…
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Using Your Company’s Environmental Awareness as a Selling Point

Here are some helpful tips on how your company's environmental awareness can be a big plus to your business.
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Starbucks’ Extra Shot of Energy (Efficiency)

Starbucks is hosting an energy efficiency competition among ten of its own stores to see who can cut electricity use the most in…
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Souring on Sustainability: Why Our Talk of Targets and Reductions is Getting Us Nowhere

Companies and consumers who depend on them need strong math and science to evaluate environmental consumption across resources, allowing visibility into where and…