Jacquie Ottman's
Green marketing Blog

Jacquie Ottman's Green Marketing Blog

The Rise of the Biobased Economy — and Why Brand Owners Need to Develop a Strategy in 2012

Our economy is slowly but surely heeding the signal that carbon is the new watchword. During the past few years, a steady stream of so-called “biobased” products have been making their way to retail shelves — compostable dinnerware made from corn, plant-based laundry detergents, and bamboo flooring among them. Coke and Pepsi are now competing to be first to market with a soft drink bottle derived entirely from sugarcane or other plant materials.

The emerging biobased economy even has …


How We Used “Framing” to Sell the Wind

This is a guest blog post written by Cathy L. Hartman & Edwin R. Stafford.

Introducing “Framing”
By aligning marketing strategies with the core values of your audience, you can successfully craft a message that resonates with a targeted public, and increase your campaign’s chances for success. This is called “framing” and it’s well illustrated in the following two case studies.

Case Study:  Utah & ‘The Winds of Opportunity’
In 2003, we collaborated with the Utah Wind Working …Read more...


Smart-Grid Enabled Appliances will help U.S. Green Marketers Compete in the Global Clean Energy Race

The global clean energy race has begun and the powerhouse economies of Asia-China, Japan and South Korea -are already proving to be key challengers. Although the United States and E.P.A. have made great strides, the Obama administration has yet to take firm action in the form a comprehensive clean energy bill, forcing conscientious businesses and consumers to carry the baton for the U.S.

On the green marketing front, the future of energy consumption in the United States lies in ‘Smart-Grid Enabled Appliances’. Invested players including government, and product and software …Read more...


Exxon Called “Climate Friendy”...What Did You Expect?

The five companies consumers consider most "climate friendly" are GE, BP, Toyota, Wal-Mart, and Exxon. Here's why I'm not surprised (ok, maybe a little).

On the surface, the results of a recent survey by U.K.'s Climate Group and Lippincott, the brand consultancy firm, seem to fly in the face of what all card-carrying sustainability pros believe - walk the walk or consumers will cry "BS!" The survey found that 76% of Americans couldn't name a single "climate-friendly" company despite significant amounts of investment by American businesses attempting to portray their …Read more...


How to Avoid the Carbon Offset “Gotcha” Game

In a market that demands nothing less than completely honest, ethical, and authentic corporate communications, it can sometimes seem like no green deed goes unpunished. The NFL catching flak for its not-quite carbon neutral Super Bowl 2008 is a case in point.

For the second year in a row, the National Football League plans to offset "100%" of estimated emissions associated with the Super Bowl. Sounds pretty good, right? The NFL is taking positive climate action, from buying renewable energy certificates to replanting acreage lost to wildfires. Unlike …Read more...


A Country Divided on Climate Change: What Green Marketers Can Learn

According to the 2008 American Climate Values Survey (ACVS), the American public is deeply divided on the issue of climate change. These deep rifts trace to such factors as religion, political affiliation, and even the perceived state of the economy. Understanding such dynamics creates an opportunity for green marketers to step in with relevant and targeted messages.   

Although public recognition of global warming has increased greatly over the past several years, climate change still remains relatively low on the list of priorities for all but the most …Read more...


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