18 results
  • Get Inspired By These Cultures That Minimize Waste
    Cultures around the world possess their own unique, deeply-ingrained beliefs and traditions for minimizing waste. For instance, the Yankee ingenuity helped America put down its early roots, and the Dutch ...
  • USDA Certification Raises Bar For Biobased
    With carbon footprint and energy independence on everyone's minds, many marketers are looking to capitalize upon their product's biobased content. But not all biobased claims are alike. The scientific rigor ...
  • The Rise Of The Biobased Economy
    Brand owners need to develop a strategy in 2012. ...
  • Education Is Key To Success
    Given the complexities of greening, properly educating consumers can make the difference in the success of a campaign. ...
  • Earth To Eco-Labels: Be Consumer Useful Or Wither From Lack Of Relevance
    Everyone lauds eco-labels being put forth by such sustainability leaders as Timberland, HP and Levi's for transparency and commitment, but are they really all that useful to consumers? Likely not. ...
  • Help Consumers Share Responsibility
    Tom's of Maine can make the toothpaste more natural, but it can't force consumers to turn the water off when they brush. Coke can make the bottles recyclable, but only ...
  • The Term Is Relative; Let The Buyer Decide
    You hear a lot of talk about the "sin of the hidden trade-offs." I've got news for you, folks. Greening -- like life itself -- is all about the trade-offs! ...
  • New Nissan Ads Shift The Way Car Buyers Evaluate Options
    Its new campaign suggests that Nissan's marketing team is on a vertical learning curve, and in my estimation, represents some of the sharpest green marketing smarts around today. ...
  • Frito-Lay Seems To Have Learned A Lesson
    This more subdued communication correctly takes away any hint of potential greenwash from the widely publicized video that the bags might degrade in open air. The shift in emphasis from ...
  • The Next Frontier: 'Responsible Consumption'
    Is Tom's of Maine toothpaste really green if consumers leave the water running while they brush their teeth? Is an Energy Star-rated light bulb really green if it remains on ...
  • The New Green Marketing Paradigm
    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 ...
  • It Really Has Gone Mainstream
    In the cleaning category, it's hard to get more mainstream than Clorox. Clorox's Greenworks line is being fueled as much by its well-known brand name as it is by the ...
  • Whom Do You Trust To Make Green Marketing Claims?
    At the end of the day, the most potent source of credibility and purchase influence may exist just over consumers' garden fences and cubby walls. ...
  • What's Next In Green Marketing?
    Wall Street had a stormy 2008, but there is a silver lining: Industry leaders are now turning to all things "eco" as a new source of (genuine?) green. Here are ...
  • The Power Of Green Lies In Marketers' Hands
    Jimmy Carter wearing a sweater wasn't cool, and it didn't motivate consumers to turn down the thermostat. But the Energy Star label is cool. Why? It relies on technology to ...
  • Four Green-Marketing Predictions
    As I look out over the horizon, I predict some tectonic shifts in the world of green marketing that well-intended marketers should heed if they want to stay off "greenwashing ...
  • The Five Simple Rules Of Green Marketing
    A strong commitment to environmental sustainability in product design and manufacturing can yield significant opportunities to grow your business, to innovate, and to build brand equity. As with any other ...
  • How to Avoid Green Marketing Myopia*
    In practice, green appeals aren't likely to attract mainstream consumers unless they also offer a desirable benefit such as cost-savings or improved product performance. To avoid green marketing myopia, marketers ...