Jacquie Ottman's Green Marketing Blog
Before They Buy, Consumers Have to “Buy It”
Posted on July 22 2008 by Jacquelyn Ottman
Back in December 2004, HSBC became the first major bank to commit to carbon neutrality, aiming to improve energy efficiency, buy "green electricity," and then offset the remaining carbon dioxide emissions using carbon "allowance" or "credits." As a global bank with numerous offices and branches gobbling up significant amounts of fossil fuel-generated energy, HSBC made a smart strategic move by committing to carbon management. And the scope of that commitment, paired with the strong business case for action, gave HSBC the credibility it needed to deliver an effective sustainability-focused marketing appeal: "There's No Small Change" a campaign launched earlier this …
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FTC Takes on Green Packaging Claims—And Not a Moment Too Soon
Posted on March 30 2008 by Jacquelyn Ottman
As companies scurry to appeal to a fast-growing eco-consumer base, the Federal Trade Commission is stepping in to bring clarity to the arena of green marketing. As I write, numerous stakeholders are developing their testimony for an April 30 hearing on environmental claims for product packaging. Here’s a rundown of the key issues, and why they’re becoming more important by the day.
In January, the FTC held hearings with the goal of updating its Green Guides to include standards for the marketing of carbon offsets and renewable energy certificates. Now it’s time for packaging. Among others, terms …
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