Published Articles by Jacquie Ottman

Eco-Logos: A Double Edged Sword:

Sustainable Life Media

With the myriad of eco-logos donning packaging of many products today, how does one know which are credible and which are self-proclaimed or simply a marketing ploy? In this article Jacquelyn Ottman touches on the key components of a concrete eco-logo and explains why the benefit of using them as a marketing tool is still up in the air.

Next-Generation Green Marketing: Beyond Billboards

Sustainable Life Media, October 2007

Discusses how green marketing practices have failed to evolve significantly in the past 20 years and that businesses must look towards eco-innovation in order to address the pressing ecological issues of the future.

The Five Simple Rules of Green Marketing

Sustainable Life Media, June 2007

Along with the five rules of green marketing, this article gives four detailed examples of companies that have successfully won over green consumers while grabbing market share.

Avoiding Green Marketing Myopia

Environment, June 2006

Ms. Ottman and two colleagues from Utah State discuss the need for would be green marketers to put direct, consumer benefits front and center in green marketing campaigns, or fall into the trap called “green marketing myopia.”

The Real News About Green Marketing: Yesterday, Today, Tomorrow

EnvironmentalNewsNetwork, March 2006

With environmentalism fast becoming embedded into the American culture, eco-innovation-not incremental product improvements- will need to become practiced by forward-thinking businesses.

Beyond New and Improved: New Frontiers of Design Innovation

green@work, June-July 2005

Many product designers are having the opportunity to design with a lighter environmental footprint.

Empower to the People

In Business, January 2004

Jacquelyn Ottman highlights strategies for empowering consumers to act upon the environmental issues that concern them.

Know Thy Target

In Business, November 2003

Too many green products solve environmental problems that consumers don't know exist. In this enlightening article, Ottman establishes the significance of understanding your customer's environmental interests, and identifies strategies for using green marketing as a vehicle for consumer education.

Hey, Corporate America, It’s Time to Think about Products

In Business, September 2003

The most relevant corporate green marketing communications campaigns will highlight product initiatives, as opposed greener processes and practices.

Blue Vinyl, Red Alert

In Business, March/April 2003

Turn looming risks into opportunities to gain market share and win over stakeholders by following this article's principles: be transparent, take responsibility for life cycle impacts, and help consumers make the right choices.

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