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Hey, Nestle: Don’t Communicate --Eco-Innovate!
Posted on November 20 2008 by Jacquelyn Ottman
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 stated is that it’s environmentally wasteful to ship water across …
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Does a Weak Economy Mean Weak Green Sales?
Posted on October 23 2008 by Jacquelyn Ottman
Green marketers of every stripe have been asking me: "Will a weak economy weaken sales of green products?" For people who think green products cost more, the answer is yes. To (reverse) paraphrase John F. Kennedy, a sinking sea should lower all boats. And it's still a little early to tell if sales of many green products and services have been hurt quarter to quarter.
The key thing to focus on, however, is how a softening economy might not dampen your own green products sales. In some cases, it just might help.
For instance, according to The New York …
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Is There a gDiaper in Your Baby’s Future?
Posted on July 31 2008 by Sydnee Grushack
Can anyone topple the disposable diaper giants? The makers of gDiapers promise an attractive, well fitting, convenient diaper that can be flushed, home composted or tossed. All parents want a diaper that is easy to dispose of, safe, absorbent, and affordable. Can gDiapers provide all of this with less load on the planet? Let’s see how the facts stack up.
Diaper Facts: Sustainable vs. Conventional
There’s no doubt that disposables are the easiest to use. All you do is undo the plastic tabs and toss the diaper into the trash. Cloth diapers …
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Address Sustainability or Risk Not Being Sustained
Posted on July 22 2008 by Jacquelyn Ottman
In an age where sustainability has begun to assert itself across the consumer and business-to-business product spectrums, those managers who fail to respond to social and "green" initiatives will find their brands swiftly barred from consumers' hearts and pockets.
Films like Supersize Me and An Inconvenient Truth are radically altering the marketing landscape. In response to such media, McDonald's has launched a bevy of healthy alternatives, and the market for hybrid and alternative fuel (ethanol/bio-diesel) automobiles is booming. This method of creating change through media has consumers better informed than ever. The result? Companies are forced to shape up, …
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How Far, Pray Tell?
Posted on July 22 2008 by Jacquelyn Ottman
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 are the better environmental bet.
Finding ways to …
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Make It Your Own
Posted on July 22 2008 by Jacquelyn Ottman
Look around at the all green campaigns today and you'll see a focus on personal involvement, coupled with a glut of environmental advice such as purchasing CFLs. However, amidst all the clutter, the question arises: How can you differentiate your communications in a marketplace crowded with green advertising? The answer lies not in screaming for more energy efficient products, but by articulating your niche. Consumer empowerment marketing angles have merit, but the most powerful green messaging derives from core business functions. Bland claims of "win-win" situations, of "how to do well by doing good," no longer cut it. Instead, work …
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Move Over Kermit - Employees Are Taking the Eco-Spotlight
Posted on July 22 2008 by Jacquelyn Ottman
To help spread the word about their new sustainability campaigns, leading companies including Coke, Anheuser Busch, and Ford are starting to leverage one of their most powerful assets: their employees.
Using employees to promote sustainable initiatives is a winning strategy. Why? Employees are “regular people” and, as such, they are much better equipped to gain more trust and confidence of prospective consumers than splashy Hollywood celebrities, million dollar CEOs, and paid pitchmen. Employees are objective critics of their companies' greenness. If employees are viewed as involved and openly on-board with the company’s sustainable initiatives, consumers are more likely to …
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Before They Buy, Consumers Have to “Buy It”
Posted on July 22 2008 by Jacquelyn Ottman
Back in December 2004, HSBC became the first major bank to commit to carbon neutrality, aiming to improve energy efficiency, buy "green electricity," and then offset the remaining carbon dioxide emissions using carbon "allowance" or "credits." As a global bank with numerous offices and branches gobbling up significant amounts of fossil fuel-generated energy, HSBC made a smart strategic move by committing to carbon management. And the scope of that commitment, paired with the strong business case for action, gave HSBC the credibility it needed to deliver an effective sustainability-focused marketing appeal: "There's No Small Change" a campaign launched earlier this …
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