- The Power Of The Pubescent in
Marketing: Green on
02/04/2015
When we talk about marketing green, we tend to focus on selling to mature consumers, that is, adults. In reality, the consumer of tomorrow, an increasingly important influencer of behavior, is the
younger generation of tweens and teens.
- Marketing Red And Green in
Marketing: Green on
12/03/2014
This year, like the last several, consumers are focusing more on making ends meet than making the world greener ... except as it applies to their pockets. They are not less concerned about
sustainability or greedier than in the past, it's just been tough few years.
- Mission Versus Message - Why You Might Need To Rethink Green Marketing in
Marketing: Green on
11/05/2014
Sustainable brands are some of the few types of companies that are clear about their mission. While tech giants and consumer brands struggle with their mission statements, striving to balance
responsibility to shareholders, with responsibility to employees and consumers, green brands tend to know why they exist.
- When Going Green Backfires in
Marketing: Green on
10/01/2014
Just when we thought we had green marketing all figured out comes this report from The Journal of Consumer Research that found consumers are more likely to purchase green products if they think
helping the environment is not the intended purpose of a product improvement.
- Governments Regulating Responsible Consumption - Don't Hold your Breath in
Marketing: Green on
09/03/2014
A recent study in the Journal of Consumer Research, confirmed that, despite efforts by various groups, we'll be holding our breath for a long time if we expect government to regulate responsible
consumption on a large-scale basis. In the meantime, growing a green business, by marketing to mainstream consumers, means selling the personal benefits of going green.
- Forget Innovation - Green Products Drive 70% of New Product Growth in
Marketing: Green on
08/06/2014
A recent Boston Consulting Group (BCG) research report showed responsible products accounted for two-thirds of grocery product growth in 2013. That's a pretty incredible number considering how grocery
brands have been struggling.
- When We Don't Say What We Mean in
Marketing: Green on
07/02/2014
Let's face it, we all lie. Various studies have concluded that the average person lies 1.58 times per day, but frankly, there is some concern that the participants in those surveys were, well, lying.
I know a number of people who might politely be called outliers ... on the high side.
- The Big Opportunity With Smartphone Moms - Branding Not Shopping in
Engage:Moms on
12/18/2013
A variety of studies over the past year have confirmed that moms, really, really like smartphones. Estimates range, but we can safely say that between 50 and 90% of moms of young children have
smartphones. And they spend a significantly longer amount of time on their phones using apps and visiting websites than non-moms.
- Making Pinterest Work With Moms In 2014 in
Engage:Moms on
11/20/2013
With Pinterest back in the news with its latest attempt to monetize their site, it is probably worthwhile to revisit how companies can make the most of Pinterest to make money for their brands.
Pinterest is fast becoming the go-to channels for driving sales.
- Scaling Through Connection - Why Moms Matter in
Engage:Moms on
10/16/2013
Much of the talk among brands today is around "scaling content." Following on the heels of Big Data and Social Media automation comes the discussion of how to scale content.