Green marketing is no longer solely the responsibility of the marketing department. Successful marketing actually depends on, well, the new marketing team; the members of that team however, may surprise you.

Among Awareness Customers, the Concerned Caregivers and the Millennial Generation are moving through a self-directed path that uses social media in a starfish problem-solving process of learning, experimentation and then procurement.

Ignoring the blue movement could cost your green campaign.

Traditional marketing is simply no longer sufficient in connecting with consumers. This new reality demands a new approach to engaging them, which is where CSR as branded content comes in.