• Marketers: Use Your Green Words Wisely
    When it comes to selling green or energy-efficient products, we marketers tend to throw around a lot of jargon. But do consumers really speak our language? A recent research report from Shelton Group shows that some green buzzwords are big consumer favorites, while others are total turnoffs.
  • The Court of Public Opinion
    Witch-hunts, tar, feathers and public pillorying are not usually found in the modern marketing plan. But sometimes, you have to go back in time to move forward. Let's talk about the subject that has displaced discussions by Californians of where you can find the best yoga studio, quinoa salad or stretch of beach: the water crisis.
  • Could You Be A Victim Of Nuisance Flooding?
    As marketers, we are expected to be masters of the well-turned phrase, the catchy tagline that makes people laugh and think and remember our brand above all others. Sometimes that's true, but if we are to be honest, we could all learn from the politicians, those wonderful people who polarized a debate on reproductive rights as "pro-life" vs "pro-choice." As much as my personal vote would differ, I have to say it's hard to stand up and say one is not for life. Or the Cassandras who dubbed governmental oversight of health insurance "death panels," which would decide when to ...
  • Strange Bedfellows
    Something very interesting happened to the campaign for action on climate change last month. One has often wondered whether it would take an act of God to get people to do something. Well, close enough. A new voice joined the debate and not just any new voice. This one happens to command an audience of over a billion who quite literally take his pronouncements to be the word of God. Yes, last month Pope Francis I issued an encyclical that addressed man's relationship with nature.
  • I'm So Thirsty
    You look up. It's mid-day. You've been walking fast. Lick your lips. Dry. Dry as a well-picked bone in the desert. There is no water. Is this a dream? A post-apocalyptic nightmare at your local multiplex?
  • I'm No Scientist, So Lemme Tell You A Thing Or Two About Science
    If you are in elementary school, "stupid" is not a monicker you want to throw around. It will inevitably lead to fisticuffs, tears, possibly a trip to the principal's office. If you happen to be Forrest Gump's mother, you may react even more violently. To any sane person, this might seem to be the logical, if unpleasant consequence of being labeled as someone who doesn't get it.
  • How Green Marketers Can Grab Their Share Of Post-Recession Optimism
    According to economists and pundits, the economic recovery is now well in motion. The federal government declared an end to the great recession in 2009, and consumer spending is slowly returning to higher levels.
  • Navigating The Kaleidoscope Of Green Moms
    With Earth Day 2015 just around the corner and increased attention focused on recycling and environmental issues, more and more brands now look to get their environmentally friendly products in the hands of "green moms" - women who avoid the convenience and accessibility of traditional products, choosing instead to look toward the environment or the health of their families when selecting products.
  • Merchants Of Doubt
    "Doubt is our product since it is the best means of competing with the 'body of fact' that exists in the minds of the general public. It is also the means of establishing a controversy."
  • Retailers, Brands, Moms In Shift Toward Organic
    I can remember when I started scanning food labels for the word "organic." My daughter was about six months old and just beginning to try solid food. Like many moms, I wanted to be sure she was getting the safest, healthiest food possible, so I started buying organic yogurt and baby food. Looking for that organic label became a habit, and now that my kids are seven and ten years old, I still buy organic snacks and milk for them.
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