Published Articles by Jacquie Ottman
Quality Trumps Altruism for Today’s Green Consumers
O'Dwyer's Magazine, February 2011
Products claiming an environmental benefit may talk the talk, but consumers look for more than a name and a mission statement. Yesterday, green marketing focused on consumers' desire to "save the planet." Today, consumers buy greener brands to help protect their health, save money, or because they simply work better. So, scrap the images of planets! Bag the daisies! Nix the babies! For better or for worse, today's green marketing appeals to consumers' less altruistic impulses.
Read more...Beyond Green: Winning Over Consumers by Putting Primary Benefits First
Triple Pundit, April 2010
Greener products are now available within every industry and are a part of our everyday lives. But they didn’t get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products grew because they were appreciated by a growing chorus of consumers for the value they provide—expressed as safety, comfort, good taste, or simply convenience.
Read more...How Nike Reduces Toxicity to Balance Consumer Needs with Enhanced Corporate Reputation
Sustainable Brands Weekly, February 2010
As consumers demand more transparency regarding product toxicity, brands must realize the importance of communicating their activities clearly. Why then, does Nike emphasize performance over sustainability in product marketing? Because they understand their audience.
Read more...Green Marketing Really Has Gone Mainstream
Harvard Leading Green Blog, July 21 2009
How far has green marketing come in the past twenty years? Which factors have changed, and which have stayed the same?
Read more...Whom Do You Trust to Make Green Marketing Claims?
Sustainable Life Media, Summer 2009
Whom do consumers trust to make green marketing claims? As Jacquie Ottman's research shows, the answer may surprise you.
Read more...The 5 Simple Rules of Green Marketing
Design Management Review, Fall 2008
There is no substitute for a genuine commitment to sustainable design. It can be an opportunity to innovate and grow as well as to strengthen a brand. But as Jacquelyn Ottman makes clear, companies have to get the right message out. As her examples demonstrate, that means knowing what's important to customers, empowering them to feel they make a difference, being transparent, maintaining quality, and carefully evaluating price concerns.
Read more...Green Marketing “Broke Through” in 2008 - So What’s Next?
January 14, 2009
Here are the top five green marketing stories from a volatile year - and what they may mean for your business in 2009.
Read more...Power of Green Lies in Marketers’ Hands
September 9, 2008
Unleashing the real power of green is in the hands of marketers.
Read more...Jacquelyn Ottman’s Keynote at Sustainable Brands ‘08
Opening remarks at Sustainable Brands '08
Read the keynote speech that set the tone for this year's Sustainable Brands '08 conference in Monterey, CA. Jacquelyn Ottman recapped the year's changes in the green marketplace and once again bestowed upon the attendees exciting strategies for the future.
Read more...Marketers, Follow That Prius
Advertising Age - CMO Strategy, May 29, 2008
Jacquelyn Ottman outlines why the Toyota Prius is a prime example of how to effectively market a "green" product—do so with the direct benefits in mind and don't showcase the environmental attributes until you've captured the mainstream.
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