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Welcome to J. Ottman Consulting - Pioneers in Green Marketing and Eco Innovation Since 1989.
What Green Consumer Polls Should Really Be Asking
Posted on May 04 2012 by Jacquelyn Ottman
Ever since the resurgence of environmentalism in 1990, consumer polls have attempted to measure awareness, attitudes and behaviors towards environmental issues and products. Poll after poll has found that consumers claim to be concerned about the issues, they report high levels of green product purchase, and even claim willingness to pay a premium for greener products and packages.
But empirical evidence doesn’t seem to jibe with the research. In some markets, green products barely eke out 3% share, in contrast to the near majorities of consumers who express to pollsters interest in all …Read More...
Shop ‘Til You Drop—but on Earth Day?
Posted on April 24 2012 by Jacquelyn Ottman
This year seemed to produce a bumper crop of Earth Day promotions — and a lot of accompanying media backlash. Stories written by Marc Gunther, Matt Wheeland, and a NYTimes piece by Elisabeth Rosenthal are three I saw and I’m sure you saw more yourself.
The media are making Earth Day marketers look like the moneychangers in the temple. Why is this happening? What can we do about it?
It’s happening because of dyed-in-the-wool skepticism over business’s real motives when it comes to the environment. Accordingly, it’s happening …Read More...
Swap, Don’t Shop: Making Green in the Sharing Economy
Posted on April 11 2012 by Jacquelyn Ottman
With the development of social networking sites, user-generated content, and increased access to broadband technologies and personal computers, the Internet has been radically redefined and repositioned. This shift towards “Web 2.0” has changed the way we communicate with one another; it has democratized the way in which information is shared amongst users; and it has collapsed geographic, political, and cultural barriers, in turn redefining our perception of community.
While it can be hard to grasp in specific terms how exactly the Internet has changed us, there is one very tangible way in …Read More... View more green marketing posts by Jacquie Ottman
