The New Rules of Green Marketing

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  • Format: Trade Paper
  • Copyright: 2011-02-07
  • Publisher: Berrett-Koehler Publishers

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Greener products are now available within every industry and are a part of our everyday lives. But they didn't get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products grew because they were appreciated by a growing chorus of consumers for the value they provide-expressed as safety, comfort, good taste, safety or simply convenience. This central emphasis on primary benefits is critical to winning over the mainstream consumer--and to driving overall organizational growth. The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity, and how readers can adopt these practices in their own organizations. Illustrated by examples from both leading mainstream brands and the more niche-y "deep green" brands who are showing everyone else the way, the book provides practical strategies for building every aspect of a credible value-based green marketing strategy, including: + How to communicate principles with credibility and impact + How to avoid "greenwashing" + How to team up with stakeholders to maximize outreach to consumers + How to best take advantage of recent technological advances to further the impact The New Rules of Green Marketing captures the best of the author's previous titles on green marketing and takes the content into the 21st Century. Whereas earlier works focused on readers who were less familiar with green initiatives, this work squarely focuses on a new generation of marketers who likely themselves grew up with an appreciation of environmental stewardship and who want and need to know how to connect effectively with mainstream customers.

Author Biography

Jacquelyn Ottman has been consulting in the arena of green business for over 20 years as the president and founder of J. Ottman Consulting. Ottman and her team  have helped over 60 of the Fortune 500 find competitive advantage by leveraging credible green marketing and eco-innovation strategies. Clients include:  3M, IBM, Nike, Epson, Samsung, HSBC, Avery Dennison, Johnson and Johnson, SCJohnson and ULEnvironment. As an advisor to the U.S. government's voluntary eco-labeling programs, Ottman has helped launch the U.S. EPA’s Energy Star, SmartWay and Design for Environment eco-labels, and is currently assisting in the launch of the USDA's BioBased label.

Table of Contents

Forewordp. xi
Prefacep. xiii
Acknowledgmentsp. xvi
The 20 New Rules of Green Marketingp. xviii
Green is now mainstreamp. 1
Everyone is worriedp. 3
Every generation is greenp. 4
Green behavior: A daily phenomenonp. 7
Media turns greenp. 13
Governments take actionp. 14
Far-reaching business opportunitiesp. 15
The time for marketers to act is nowp. 17
Personal rewards, toop. 20
We are all green consumersp. 22
Five shades of green consumersp. 23
Segmenting by green interestp. 29
Green consumer motives and buying strategiesp. 32
The new green marketing paradigmp. 43
The new green marketing paradigmp. 44
The seven strategies for green marketing successp. 47
Addressing the New Rules: Methodp. 48
Designing greener products: A life-cycle approachp. 56
Consider the entire life-cyclep. 57
Strategies for sustainable product designp. 63
Innovate for Sustainabilityp. 83
Beyond eco-design to eco-innovationp. 89
Five strategies for eco-innovationp. 91
Addressing the New Rules: Nissanp. 99
Communicating sustainability with impactp. 107
Challenges of communicating sustainabilityp. 108
Ottman's fundamentals of good green marketingp. 109
Six strategies of sustainable marketing communicationp. 111
Addressing the New Rules: HSBCp. 117
Addressing the New Rules: Toyotap. 120
Addressing the New Rules: Tide Coldwaterp. 128
Establishing credibility and avoiding greenwashp. 131
Greenwash!p. 131
Five strategies for establishing credibility for sustainable branding and marketingp. 134
Partnering for successp. 158
The general publicp. 159
Childrenp. 161
Employeesp. 165
Retailersp. 168
Addressing the New Rules: Energy Starp. 169
Suppliersp. 172
Governmentp. 174
Environmental groupsp. 177
Two sustainability leaders that superbly address the new rulesp. 182
Addressing the New Rules: Timberlandp. 183
Addressing the New Rules: Starbucksp. 190
Conclusionp. 197
For further informationp. 199
Endnotesp. 224
About the authorp. 241
Indexp. 242
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