• MARKETING: GREEN
    Telling The EV Story: Why Building More Charging Stations Won't Boost EV Sales
    A consortium of New England states has announced efforts to make it easier for states to spur the use of electric cars, such as putting in more charging stations. Meanwhile, carmakers are scratching their heads, trying to beef up sales that are stuck in neutral. Sales of the Chevy Volt are averaging about 22,000 per year, about the same as last year. The Nissan Leaf's sales are comparable. All of which is not by any stretch going to help the Obama administration meet its stated goal of having one million EVs sold by 2015.
  • MARKETING: GREEN
    The Circle Of Life: Innovation In The Circular Economy
    Imagine a world where business is booming - creating new jobs, innovative new products, and making a profit - all while not putting any pressure on the planet's finite resources. Does it sound like a fantasy? According to the 2013 Ellen MacArthur Foundation report, "Towards the Circular Economy," not only is it possible, it's vital if businesses want to survive the future and continue to be innovative.
  • MARKETING: GREEN
    The Gospel According To Patagonia
    In my last post, I wrote about Patagonia and its attempt to encourage more conscious capitalism. I was, admittedly, a little skeptical of its efforts. With justifiable reason. Its recycling program had conveniently led to greater sales of its freshly wrapped, organically manufactured fleece jackets at seven hundred bucks a pop. Which, depending on where you stood, could either be seen as a totally cynical marketing ploy to hook and reel the collective environmental conscience of the world's self-acclaimed saviors, or an innocent act of environmental responsibility that had serendipitous side effects.
  • MARKETING: GREEN
    Why Authenticity Matters in Building Long-Term Engagement Through Content Marketing
    Our ability as marketers to encourage brand engagement in the traditional sense is fading fast, so brands must continually build interest and trust through authentic messaging. That's why I'm left scratching my head when I see many eco friendly brands still overselling themselves by saturating the marketing with buzz words such as "pure" or "natural" without supporting data. Simply put: there's often a gap between their talk and their walk. According to the latest "Green Gauge" survey from global research company GFK, consumers are growing ever more skeptical of green claims: 22% of consumers aren't sure about the accuracy of ...