Jacquie Ottman's
Green marketing Blog

Jacquie Ottman's Green Marketing Blog

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...

 

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...

 

New Sun Chips Bag Proves Frito-Lay Has Learned Its Green Marketing Lesson

Remember the brouhaha last fall over Sun Chips’ noisy “compostable” bag?  It prompted Frito-Lay to withdraw the special bags on all but their “Original” flavor (which they retained as a show of support for their green strategy).  They’ve just come out with a quieter option. It’s on-pack messaging tones down the composting message, and in doing so demonstrates, however counter intuitively it may appear, that they have actually learned some valuable lessons about how to do green marketing right. 

As I commented this Read more...

 

Green Marketing 3.0 Can Re-ignite Interest in Green

Rumors of green’s demise are being greatly exaggerated.  In this year of fiery political passions, the word “revolt” is in the air.  However, I think Ad Age inhaled a whiff of the zeitgeist and incorrectly applied the term to consumers supposedly cooling in their ardor for green products.  “Has Green Stopped Giving? Seeds of Consumers Revolt Sprouting Against Some Environmentally Friendly Product Lines” trumpets the headline of a recent Ad Age article.  The author quotes Timothy Kenyon, director of GfK Roper’s Green Gauge study who more judiciously describes the …Read more...

 

Green Marketing Myopia and the SunChips “Snacklash”

SunChips bagsMany marketing experts have weighed in on what they believe to be the reasons for the current backlash against SunChips’s new compostable chip package: excess noise. If you somehow missed it, consumers complained so loudly about the snack food’s new environmentally preferable but noisy corn-based bag  that the brand reverted to the old packaging for most of its line. Before we blame consumers once again for not sacrificing a little inconvenience for the sake of the planet, let’s …Read more...

 

Pizza by Cer té: Greener By the Slice

This is a guest blog post by Jean-Claude Darne

New York’s first green pizzeria has opened it doors. Responsible consumers and pizza lovers, you can now enjoy a slice that’s made with the environment at heart. Cer té, a popular café in Midtown East opened ‘Pizza by Cer té’ on Earth Day, April 22nd 2010. To encourage us to help us spread the word they sent us a couple of pies to sample. We took it upon ourselves to put …Read more...

 

Method’s New Laundry Detergent—A Drop in the Bucket?

Method deserves kudos for its new super-concentrated laundry detergent: 50 loads packed into a trim squirt bottle and 95% plant-based. Sounds great! A major achievement that should put Tide and Wisk on notice and turn heads at Wal-Mart. But let’s not let Dropps get lost in the hoopla.

Dropps, the product of a Philadelphia-based start-up, represents what may be an even greater achievement in source reduction. Eschewing the concept of dispensing with detergent from a bulky plastic jug, 20 dissolvable detergent capsules (“dropps”) come packed in a collapsible plastic pouch. …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...

 

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...

 

Eco-Logos: A Double-Edged Sword?

Eco-logos are all the rage - but how valuable are they as a green marketing tool? Are there some hidden risks that warrant a second look? Let's consider the three ingredients of an effective marketing logo - green or otherwise - and their implications for the savvy eco-marketer.

Here are the three factors at play:

1. Recognizability. Eco-logos can reinforce green messages, a welcome benefit for sure. But of the myriad eco-logos on the market, only a few are known to consumers. They consist of the, chasing arrows recycling logo, …Read more...

 

How Far, Pray Tell?

How far have your products traveled from manufacturing plant or farmer's field to market? Perhaps it's time to tell your consumer. In a marketplace where more and more consumers want to know their carbon footprint, and the marketers themselves are often confused about how to craft their sustainability messages, meaningful, easy-to-understand information is at a premium. Too many think, for instance, that bamboo (which travels 6,000 miles to get to your floor) and fair trade bananas are going to "save the planet," when the truth is that locally procured alternatives …Read more...

 

It Isn’t Always So “Friendly” Being Green

Don’t join the growing number of marketers throwing around phrases like "environmentally friendly,” “Earth friendly," and "ozone friendly." While such claims have a calming ring, they can be very misleading. The simple fact is, there is no such thing as an "eco-friendly" product; all use resources and create waste to some degree. To avoid such confusion in the marketplace, the Federal Trade Commission introduced its Environmental Marketing Guidelines in 1992. Some key takeaways:

—Be specific. Marketers are liable not only for inaccurate statements but also for consumers' misinterpretations of …Read more...

 

FTC Takes on Green Packaging Claims—And Not a Moment Too Soon

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. …Read more...

 

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