New research documents that green products and meaningful brands deliver increased sales plus financial performance that outperforms the stock market. Havas Media just released an analysis on the financial performance of their top twenty global meaningful brands. The stocks for this portfolio of companies outperformed the stock market by 120 percent! The 2013 Small Business Sustainability Report just released by Green America, Association For Enterprise Opportunity and EcoVentures International reports that for small businesses defined as having five or fewer work associates (representing 88 percent of all U.S. businesses) the sale of green products outpaced their sale of conventional products.
Marketing strategies that position branded products as commodities sold through endless price promotion coupons are major contributing factors in the mass destruction of brands. Product designs that fail to sustainably improve human and environmental welfare are the other major contributing factor. Consumers are increasingly losing their trust in 20th Century brands representing products ranging from sodas to cars with V-8 engines as the human and environmental “externality costs” of these brands demonstrate measurable impacts upon human heath and our warming climate.
From this marketing disruption, a new branding formula is emerging. This brand formula is, at its core, creating a measurable and meaningful difference in people’s lives. These brands seek to forge customer relationships that advance human potential and a collective well-being. Havas Media labels them "meaningful brands."
Consumers are searching for meaningful brands that have these attributes:
Bill Roth is an economist and the Founder of Earth 2017. He coaches business owners and leaders on proven best practices in pricing, marketing and operations that make money and create a positive difference. His book, The Secret Green Sauce, profiles business case studies of pioneering best practices that are proven to win customers and grow product revenues. Follow him on Twitter: @earth2017
Bill Roth is a cleantech business pioneer having led teams that developed the first hydrogen fueled Prius and a utility scale, non-thermal solar power plant. Using his CEO and senior officer experiences, Roth has coached hundreds of CEOs and business owners on how to develop and implement projects that win customers and cut costs while reducing environmental impacts. As a professional economist, Roth has written numerous books including his best selling The Secret Green Sauce (available on Amazon) that profiles proven sustainable best practices in pricing, marketing and operations. His most recent book, The Boomer Generation Diet (available on Amazon) profiles his humorous personal story on how he used sustainable best practices to lose 40 pounds and still enjoy Happy Hour!