Jacquie Ottman's
Green marketing Blog

Jacquie Ottman's Green Marketing Blog

The Newest Rule of Green Marketing: Help Consumers Live a ‘No-Waste’ Lifestyle

Swedes at a train station

The Swedes Enjoy the Most Sustainable Lifestyle in the World (Image credit: Melker Dahlstrand/imagebnk.sweden.se)

In 1988, my antenna tweaked toward an emerging trend soon to be called ‘green consumerism’.  A hole in the ozone layer was discovered over Antarctica, nightly newscasts tracked the daily wanderings of the Mobro garbage barge, and air pollution clogged views of the Grand Canyon. Among the culprits: consumer products.

Alternatives needed to be found for CFCs in aerosols, polystyrene clamshells …Read more...

 

Sustainable Innovation 2013: Key Lessons

Enviu.org uses crowdsourcing to create concepts for innovative businesses with positive environmental and social impact.

Every year I head to Europe to take part in the Sustainable Innovation Conference organized by The Centre for Sustainable Design (UK) as part of its ‘Towards Sustainable Product Design’ series of conferences.  Sustainable Innovation brings together pioneers, movers and shakers from around the world and across multiple industries who are changing the game of sustainable design to present their ground-breaking concepts and ideas. This year’s program, as always …Read more...

 

Why Consumers Care About Restaurant Food Waste

Food Waste

Thanks to new reports from NRDC and Harvard, indicating that 40 percent of food never makes it from the farm to a table, and that consumers are confused by “sell by” and “best by” dates, food waste is emerging as a big issue. Among the mindful consumers within our We Hate To Waste online community, food waste is now on par with long-standing environmental concerns such as water and energy supplies.

People care about food …Read more...

 

R-R- Redundancy — a New ‘R’ to Heed

Kitchen Appliance

At lunch yesterday a colleague asked me what I thought about ‘Resilience’ as a alternative term for sustainability. I responded that I was still trying to figure out if I liked ‘Flourishing’. But I had no doubt at all about a term I coined myself recently - ‘R-R- Redundancy Avoidance’. First, a definition.

R-R- Redundancy Defined

R-R- Redundancy is what lets me close my apartment door and ‘flourish’ without speaking to my neighbors behind all the other …Read more...

 

New E-Report on What 2012 FTC Green Guides Update Means for Marketers

Yalmaz Testimonial Lead Art

I’m delighted to announce my new e-book on what the 2012 FTC Green Guides mean for marketers. It’s entitled, “How to Make Credible Green Marketing Claims: What Marketers Need to Know about the Updated FTC Green Guides.”  It is being published today by Ad Age.

I had the pleasure of collaborating on it with David Mallen, Deputy Director and chief of environmental claims of the National Advertising Division (NAD). (NAD is the industry’s self-regulatory body, an …Read more...

 

How To Make Waste Watching Fun, Easy — and Mainstream

Mr. Eco

With 9 billion people expected on the planet by 2025, all consumers will need to be reducing, refusing, repairing, reusing, recycling, and lots of other R’s. If your consumers are not on board the waste prevention movement, take some advice from social marketers — make it easy, fun and popular. Here’s how.

Easy Does It
Curbside pickup and reverse vending machines at the supermarket make it easy to recycle newspaper and co-mingles and …Read more...

 

Eight Ways to Prevent Household Waste for Fun and Profit

Zipcar image

Ask a roomful of consumers, “Who here hates to see things go to waste?” and every hand will likely shoot up. But, if everyone hates to waste, then how come we generate so much of it? And what can we do to prevent waste from being created in the first place? Answering these questions can be profitable and fun.


Turn Waste into Business Opportunity

Despite all the attention paid to them during the past two decades, facilities to recycle and …Read more...

 

Sustainable Innovation 2012: Key Lessons

The Center for Sustainable Design (CfSD), since its founding in 1995, has conducted high quality research in sustainable innovation and product design. Recognized around the globe for their sustainability expertise, the Center has worked with partners in Asia, Europe, and North America to research and develop understanding of sustainability solutions in a number of fields.

The Center has organized more than 100 conferences, workshops, and courses focussed on sustainable design and innovation. In 2012, the 17th annual Sustainable Innovation Conference: Resource Efficiency, Innivation and Lifestyles took place on October 29th …Read more...

 

Introducing WeHateToWaste.com

WHW Parade Shortened

I am excited to announce our new consumer-focused blog and website. In beta test since June, it’s called WeHatetoWaste.com and we’re officially launching it this week.

In line with our mission at J. Ottman Consulting, to help businesses meet consumer needs sustainably, our goal with WeHatetoWaste.com is to ignite a movement and galvanize a community of ardent ‘Waste Watchers’. You know them. They are the ones who get those last extra swipes from the Secret antiperspirant, line …Read more...

 

Demystifying Biobased Products Keys to Marketing Success

BioPlastics

Communicating the benefits of “biobased” content, the world’s newest ecological marketing term, is often tricky. Biobased represents all of green marketing’s traditional challenges — including greenwash — but has additional, unique challenges all its own. Happily, strategies and a credible third party label now exist.

Opportunities For Biobased Products and Packaging
There are many reasons for a business to use biobased content instead of traditional petroleum-based ingredients in their products, including:  it helps grow the farm economy, promotes energy independence, and helps …Read more...

 

Upshot of FTC Revised Green Guides:  Let’s Stop Calling Green Products “Green”

Picture of baby inside a "Verboten" circle It only took them 20 years (The first Guides were issued in 1992), but then again, as the saying goes, every overnight sensation is twenty years in the making. Maybe the FTC Green Guide staff put in their 10,000 hours, but, at last, they nailed it. The revisions to the …Read more...

 

Heineken Picks a Winner for Sustainable Packaging Challenge

Heineken $1000 bottle

The jury has spoken. The winner of the Heineken Sustainable Packaging Challenge — and a $10,000 prize is Germany’s Helmut Wittele. His “The Heineken $1000 bottle” idea turns beer pong into a recycling game.

Wittele proposed an innovative “Heineken-O-Mat” device designed to motivate consumers to return/recycle bottles. Increasing the return rate of bottles and cans has a very positive effect on their environmental impact. This idea has the potential to engage all parties needed to make a real difference for Heineken, consumers, …Read more...

 

Consumers Really Can Save the World

Annie Leonard for President! Would that we all had her ability to hone in on the issues and communicate them to regular people with such clarity. Check out her new video, The Story of Change, above.

In it, Annie moves into “Season 2” of her efforts to help change the world by encouraging people to take action as citizens, not just as consumers. She posits that green consuming is necessary, but must be a starting, not an ending,  point. We must change the system in …Read more...

 

Can Product-Sharing Sustain the Earth AND the Economy?

Sharing Economy Event April 24, 2012

Good green marketers push the innovation of different products. Better products. But can we profit from making fewer products in the first place? “Swap Don’t Shop,” the most recent of the Columbia Business School Alumni Club’s Making Green from Green events, explored this very dilemma.

The panel began with a sobering point; Moderator Cameron Tonkinwise of the Parsons School of Design Strategies reminded his audience of green business advocates that for all the sustainable sourcing, the holistic …Read more...

 

What Green Consumer Polls Should Really Be Asking

PollingEver 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 …Read more...

 

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