Published Articles by Jacquie Ottman
Don’t Greenwash Your Marketing:
Advertising Age, March 04, 2008
Jacquelyn Ottman explains why green marketing in 2008 should be approached differently from years past, and outlines some key things to keep in mind when traversing this year’s green landscape.
Read more...Eco-Logos: A Double Edged Sword:
Sustainable Life Media
With the myriad of eco-logos donning packaging of many products today, how does one know which are credible and which are self-proclaimed or simply a marketing ploy? In this article Jacquelyn Ottman touches on the key components of a concrete eco-logo and explains why the benefit of using them as a marketing tool is still up in the air.
Read more...Next-Generation Green Marketing: Beyond Billboards
Sustainable Life Media, October 2007
Discusses how green marketing practices have failed to evolve significantly in the past 20 years and that businesses must look towards eco-innovation in order to address the pressing ecological issues of the future.
Read more...The Five Simple Rules of Green Marketing
Sustainable Life Media, June 2007
Along with the five rules of green marketing, this article gives four detailed examples of companies that have successfully won over green consumers while grabbing market share.
Read more...Avoiding Green Marketing Myopia
Environment, June 2006
Ms. Ottman and two colleagues from Utah State discuss the need for would be green marketers to put direct, consumer benefits front and center in green marketing campaigns, or fall into the trap called “green marketing myopia.”
The Real News About Green Marketing: Yesterday, Today, Tomorrow
EnvironmentalNewsNetwork, March 2006
With environmentalism fast becoming embedded into the American culture, eco-innovation-not incremental product improvements- will need to become practiced by forward-thinking businesses.
Read more...Beyond New and Improved: New Frontiers of Design Innovation
green@work, June-July 2005
Many product designers are having the opportunity to design with a lighter environmental footprint.
Read more...Empower to the People
In Business, January 2004
Jacquelyn Ottman highlights strategies for empowering consumers to act upon the environmental issues that concern them.
Read more...Know Thy Target
In Business, November 2003
Too many green products solve environmental problems that consumers don't know exist. In this enlightening article, Ottman establishes the significance of understanding your customer's environmental interests, and identifies strategies for using green marketing as a vehicle for consumer education.
Read more...Hey, Corporate America, It’s Time to Think about Products
In Business, September 2003
The most relevant corporate green marketing communications campaigns will highlight product initiatives, as opposed greener processes and practices.
Read more...
