Brands with genuine green mojo muscle to flex should go for it. It can add a shot of adrenalin to your business. But ask yourself these questions before putting your green mojo on the center stage.
Under the new rules, the currency of sustainable branding is innovation, flexibility, and heart. I have formulated seven strategies which I believe can help businesses address these deep-seated and lasting changes in consumer sensibility. Reflecting our learning from working with sustainability leaders over the past 20-plus years, they can be summarized as follows.
Marketers need to lead consumers, not follow them, in order to fulfill the sustainability promise of the Green movement.
In the same way that you are trying to compete for market share in your sector, you must work at obtaining a share of the volunteer market. Think about volunteers as another segment of your target audience -- those people who may become potential spokespeople for your community-based social marketing campaign. <