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.

Greenwashing

Going Bearish on Green Investing

With the rising number of people participating in the likes of "occupy wall street," are consumers and investors ready to do more than…

20 New Rules of Green Marketing

1. Green is mainstream. Not too long ago, just a small group of deep green consumers existed. Today, 83% of consumers – representing…
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How White Polar Bear Cans Upset Coca-Cola’s Cause Marketing Campaign

Oh, if only polar bears weren’t white. I guess that was one of the thoughts that went through the minds of Coca-Cola executives,…
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Is Group Buying Sustainable?

90 percent off for a skydiving jump? 75 percent off for a candle-lit dinner for two? It’s easier than ever before for consumers to find good…
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Nike & Puma, Reframing the Sustainability Message for a Younger Market

Both Nike and Puma adopted a strategy of creating a movement around reframing the word “sustainability”. Although both movements were targeted towards demographically…
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Green Gift Monday Promotes Positive Change and Provides Free Marketing

Green Gift Monday, launched for the second year by The Nature Conservancy, encourages gift givers to consider environmentally and socially responsible choices around…
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Renewable Energy Land Leases: How to get a Slice of the Pie

This post outlines key considerations for property owners to evaluate when leasing their land for renewable energy development. There are pros and cons…
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How are You Hearing About Occupy Wall Street?

Will places like Facebook, YouTube and Twitter be the next stage where we can actually get uncensored news about the current events happening…
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College Campuses Dump Disposable Water Bottles

To date, over a dozen colleges and universities in the U.S. and Canada have campus-wide bans of the plastic bottles. A dozen more…
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The Next Generation of Eco-Labels: Finally Influencing the Purchasing Decision

If you’re car shopping next month, you may come across the most user-friendly and informative eco-label ever designed. For 2012 model year cars,…
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Method Proves Value Matters More than “Green”

Instead of marketing "green-ness", sustainable companies should focus their efforts on innovative design, and a clear message that is relevant to their customers'…
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Sungevity: Jump-Starting the Sustainable Marketing Revolution?

Every time I turn on the radio these days, I hear Sungevity advertisements that, “Solar is not just for environmentalists anymore!” Instead, the…
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Games: An Emerging Marketing Path to Green Consumers

Games are emerging as a high potential marketing path to reach consumers who increasingly ignore traditional advertising in their search for smart, healthier…
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Cohn & Wolfe’s Annie Longsworth On Green Brand Leadership

A Green Economic Revolution is accelerating among American consumers. No less than 73% of now say “it is important to buy from green…
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New Nissan Ads Shift the Way Car Buyers Evaluate Options

By Jacquelyn Ottman Many new green brands have been introduced over the years with what I’ve called “green marketing myopic” pitches (think GE’s…