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.
Looking to Rejuvenate Your Brand? Try Sustainable Innovation
Sustainable Life Media, June 2007
In 2002, the Millicare rug cleaning brand was rejuvenated behind an award winning sustainability-oriented campaign. Other brands can benefit by looking through a sustainability oriented lens.
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.
