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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What is green marketing?

In order to understand what green marketing is and how to get your message to resonate with green-leaning people, first you have to understand what green is. Green is about what you believe in first and what you buy second. Green is about making decisions, taking the time to ask what you really need, not …
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