Green Marketing 2.0

Issues relating to IT and energy are often the primary focus of sustainability efforts within a corporation. Much has been documented and continues to be every day. But what about the impact of a company’s communications, like advertising, direct mail, websites, blasts, webinars, tradeshows and more? One of our prime focuses is to keep abreast …
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Gen Gray is Gen Green

Contrary to conventional wisdom, the biggest purchasers of green goods are not the youngest among us but the oldest. According to a recent study by the American Association of Retired Persons, better known as AARP, 62% of consumers 55 and over buy green products. Their reason? A sense of responsibility to give back to society …
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How do you spell green? G R E E E N

Even though the dictionary says there are only two E’s in green, when speaking about green marketing, there are actually three. The first “E” stands for ecology. Ecology and planetary concerns. It’s the initial engine that got the whole movement started in the first place. The second “E” and equally important is economy. There isn’t …
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Five fatal flaws of green communications

In the green world, miscommunication is often worse than no communication at all. If you’re going to communicate with this demographic, here are five “no-no’s” no green communicator should ever commit. 1. Underestimating the intelligence of the audience. According to the New York Times, the green consumer is more inquisitive, less trusting, more experimental and …
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Does greenwashing begin in the marketing room?

An intriguing statement regarding green and corporations was sent out into cyberspace from a green business community we belong to. ”Does the ‘green’ come from the board room or the marketing room? If it comes from the marketing room, it’s greenwashing.” Our marketing minds lit up on this one. So much so we simply HAD …
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Teach don’t preach

Scientific American magazine reported that a baby crawling on conventional carpet inhales the equivalent of four cigarettes a day. When helping a natural floor covering company, we didn’t have to say much more than that to stop people in their tracks — especially mothers thinking of decorating their baby’s room. On our eco-podcast, America the …
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Marry ecology and economy

Green is for everyone. It’s not fringe or “‘off the grid.” It’s mainstream and Main Street. Imbue every message your business communicates with something for everyone. The package of energy-saving light bulbs that we opened yesterday had a little sticker on it that said these bulbs can save you $184.00 per year. A client of …
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The head and the heart of the green consumer

The green consumer is a thinking consumer. They think about their values every time they make a purchase. It’s not just their emotions that drive them; it’s their intelligence as well. Because of this, it makes sense to tell a thinking consumer something that makes them think and something that makes sense. It’s important to …
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You’ve got to be a “see-through” company

Transparency is everything. It’s seeing through what you say to what you do. It’s having business practices you want, and don’t want the world to see. The mission statement of Patagonia, the California-based outdoor equipment and clothing maker, is:”To make the best product, cause no unnecessary harm, and use business to inspire and implement solutions …
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Education is everything

There’s one thing you need to know about the green consumer. They want to know. According to the Roper Green Gauge, over 50% reported they would do more if they only knew what and how. So moving your communications to educate and inform can do a lot to grow your green business. While representing an …
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