Jacquie Ottman's
Green marketing Blog
Green, No…Greener, Maybe
Posted on July 22, 2008 by Jacquelyn Ottman
You'd never know it reading the press kits, but there's actually no such thing as a green product. All products use resources and create waste to some extent. At best, there are "greener" products that have less environmental impact than others. If you're mindful of a potential green backlash (and you should be!), develop your sustainability message with this in mind.
Are you reading this, Mercedes-Benz? I hope so. That "clean-air blue" motif is cutting it a bit fine. I read somewhere that Toyota's ad agency once presented them with a Prius ad featuring the hybrid vehicle juxtaposed against …Read more...
CFLs: It Takes a Team to Market a Lightbulb
Posted on July 16, 2008 by assistant
CFLs have become the quintessential example of a mainstream green product. As proof, as of October of 2007, Wal-Mart announced that it had surpassed its goal of selling 100 million CFLs by the end of 2007, three months ahead of time. However, this accomplishment was not so easily attained. The current success of CFLs is due to the innovation and commitment of a virtual “village” of manufacturers, designers, and marketers.
Remember those early CFLs? Too many consumers were reluctant to pay $15 versus 75 cents for an incandescent, despite promises of hefty savings over the life of the bulb. …Read more...
Consumers Want Better Products, Not Processes
Posted on May 29, 2008 by Jacquelyn Ottman
Many companies tout their green processes as they lobby for consumer recognition as a green company. but it would be far more productive to spotlight products instead.
Michael Mendenhall, CMO of HP, demonstrated his understanding of this when, in a recent Ad Age interview, he stated that purchasing carbon credits are not enough to qualify a company as green—that products, like his company's own Dynamic Smart Cooling System, was a "key plank" in any corporate sustainability platform.
Campaigns susch as BP's Beyond Petroleum and GE's Ecomagination each demonstrate the power of a product-centered campaign to …Read more...
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 …Read more...
