Jacquie Ottman's
Green marketing Blog

Jacquie Ottman's Green Marketing Blog

Creating the Virtuous Cycle: Integrating Online and Offline Green Marketing

This is a guest blog post by Paul Hannam.

Internet + Social media Jacquie OttmanConscious consumers are shifting to the web even more rapidly than many other market segments. According to a report in early 2010 from Burst Media, the internet is the number one source of product information for green consumers. Almost 40% of this group prefers the web in contrast to the TV, in second place, at only 18%. All businesses and …Read more...

 

Stand By Your Cause: What Marketers Can Learn From Dawn’s Involvement In The Gulf Oil Spill

Washing Bird with DawnLong marketed by Procter & Gamble as an “effective yet gentle” way to keep dishes free from even the greasiest of grease, Dawn dishwashing liquid was widely publicized during the Exxon-Valdez oil spill in 1989 as an ideal way to remove residue from afflicted bird and mammal species.

Fast forward to mid-April 2010, just days before the 40th anniversary celebration of Earth Day. P&G decided to create awareness for its 30-year long support of bird rescue groups …Read more...

 

Underscore Health Benefits to Add Relevance to Green Marketing Messages

AVM Safecoat Paint

As I have said numerous times over the years, the number one reason why consumers buy greener products is not to “save the planet” but to save their own health. AFM understands this well—and puts their understanding of this green marketing fundamental to work in two ads that do a great job of underscoring the health benefits of their line of Safecoat paint.

One ad features 16 buckets of paint lined up in a row. Fifteen of the buckets are painted …Read more...

 

When it Comes to Marketing Green Appliances, Silence is Golden

Ads for Bosch’s super quiet, high performance appliances make a point about doing green marketing right loud and clear: focus on the benefits most relevant to consumers.

As I discuss at more length in my soon-to-be-published book, “Consumers buy products to meet basic needs, not (primarily) to save the planet.” Said another way, consumers walk into the store with their, well, consumer caps on, not citizen ones.

Commercials for Bosch’s super-energy efficient appliances focus on how quiet they are, with secondary emphasis on their environmentally preferable attributes. In one ad …Read more...

 

Opportunities for Marketing to the Green Consumer

Consumers buy over $200 billion of natural personal care and cleaning products, organic produce, hybrid cars, fair trade coffee, compostable plates and cups, and other green products and services.

Please join me on February 4, 2010 (in New York City) for Opportunities to Market to the Green Consumer.  Network with members of the Columbia Business School Alumni Club and other senior marketing professionals from New York.  Listen to green marketing practitioners from HSBC, Ozocar and Sundance Channel talk about opportunities to build green brands, innovate new products and services, and …Read more...

 

How to Avoid Greenwash

Greenwashing—communicating (even unintentiionally) that one’s product or company is greener than it actually is—is the Number One challenge of green marketers today. Greenwashers can expect swift retribution from consumers, advocates and the media in the forms of lost sales and tarnished reputation.

To help smooth the way for our clients and other green marketers, I’ll be moderating a special virtual conference on Thursdday, Jan 14, 2010.  It’s called: Building Credibility, Avoiding Greenwash.

Join us online for a look at unfolding strategies and best practices for establishing credibility for your sustainable …Read more...

 

Guest Blog: Green Marketing and the Simultaneous Pursuit of Growth and Reputation Enhancement

This is a guest blog post, written by Eric Lowitt.

A company that I admire shared a story that highlights a green marketing conundrum faced by a growing number of companies. The story, told by a progressive drink distributor, went something like this:

The company held an off-site with the salesforce dedicated to one of their key accounts. The company invited executives from the key account to present ways the company could increase sales through the account. Nestled among the usual suspects was “prove that you are a sustainability leader.”

Read more...

 

Earn Your Sustainability Certificate!

Looking to learn more about sustainable business? Want to switch into a green job?  Consider earning a certificate in Sustainability from the MAKING GREEN FROM GREEN Sustainability Certificate Series hosted by the Columbia Business School Alumni Club of NY (which I Co-Chair). All you need to do is attend 6 of the 8 topics in order to be certified. (OK to just attend one or two events, too -- and you don't have to be a member of the Columbia B School Club, the series is open to all.)

This …Read more...

 

Why Jacquie Ottman’s Green Marketing Remains Relevant

Guest post by Peter Korchnak, who writes the Sustainable Marketing Blog.

I recently read for the first time and reviewed Jacquie Ottman's Green Marketing: Opportunity for Innovation (2nd edition) and this is what struck me: "[M]ost of what I read nowadays about sustainability and marketing, Jacquie covered in Green Marketing more than a decade ago."

Though sustainability* has made inroads throughout the corporate world, with the likes of Nike and Walmart implementing sustainable practices on a large scale, green marketing literature and blogs recycle the …Read more...

 

Watch Out, Prius!

The Toyota Prius currently dominates the market for hybrid cars, but the Honda Insight wants to change that. Who will come out on top in 2009? By Jacquelyn Ottman, with Sarah McGrath

After selling 285,000 Priuses in 2008, Toyota’s star vehicle has taken a big hit in 2009—sales are down 45 percent since January. To compound Toyota’s hybrid troubles, Honda re-launched its Insight hybrid earlier this spring—right on the heels of the introduction of the Prius Third Generation. Based on our assessment of the marketing efforts behind the …Read more...

 

Scott Naturals—Green Done Right?

Does a new line of green paper products really live up to its tag line of “Green Done Right?” By Jacquelyn Ottman, with Sarah McGrath

On Earth Day, April 22, 2009, Kimberly-Clark launched Scott Naturals, a line of household paper products made from partially recycled content. Marketing communications sport the tag line “Green Done Right.” One could argue this line overstates Kimberly-Clark’s achievement, but the company deserves to be lauded for taking a step in the right direction.

“Turn over a NEW leaf…and take a green step without …Read more...

 

Green Marketing Success Strategies From Sustainable Brands ‘09

Optimism is the sentiment coming from the Sustainable Brands 09 conference taking place in Monterey, California this week.  Consumer polls suggest that concern about the environment (relative to the economy) and stated intent to spend premiums on green brands is holding up in a tight times. Importantly, this is being played out in the green marketplace as well.

Concrete case examples of brand successes being presented at the conference suggests that pursuing a course of sustainable branding is indeed the route to sustainability even—against a backdrop of the toughest …Read more...

 

Greenest Notebooks—or Just Boldest Ads?

In a recent blog post, Bob Pearson, Dell’s VP of community outreach and green marketing, panned Apple over a well-publicized - and ostensibly controversial - ad campaign, "The Greenest Family of Notebooks." As one of Dell’s biggest competitors, it comes as no surprise that Dell would have some not-so-friendly things to say about Apple’s bold green marketing effort.

Among Pearson’s scathing accusations, he claims that Apple's self-proclaimed "world's greenest laptops" are more smoke-and-mirror rhetoric than substantiation, and that Dell's laptops demonstrate a greater commitment to the …Read more...

 

Hey, Nestle: Don’t Communicate—Eco-Innovate!

If only Nestle had used good green marketing efforts and communicated its efforts to green its bottled water business sooner, it wouldn’t be in the mess it’s in now. Right? Wrong!

Contrary to what Kim Jeffery, CEO of Nestle Waters, laments to BusinessWeek, the real issue with bottled water lies in consumers’ minds (and the advocates who influence them), not in pricey carbon analyses showing that lightweighting the plastic bottle is the solution to reducing the environmental impact of bottled water. The real issue simply …Read more...

 

The Power of Green Lies In Marketers’ Hands

Many people think the power to restore our environment lies in the hands of technical types like scientists and engineers, even lawyers and legislators. But the real power of green lies in the hands of marketers - we, the creative folks who have the power to design and promote cleaner products and technologies and help consumers evolve to more sustainable lifestyles.

It may be hard to fathom, but over 75% of the environmental impact that a product throws off during its lifetime is determined at the design stage, when, for …Read more...

 

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