Jacquie Ottman's
Green marketing Blog
Toyota’s Prius: Different Strokes for Different Folks
Posted on October 12, 2011 by Jacquelyn Ottman
The mainstreaming of green brings with it the need to segment audiences. As marketing efforts behind the Toyota Prius demonstrate, targeting messages to specific consumer groups can broaden appeal.
When launching the Prius in 2001, Toyota opted to target not the green-leaning drivers one might expect, but rather tech-savvy “early adopter” consumers. Featuring a beauty shot of a shiny new car parked at a stop light and illustrated by the provocative headline, “Ever heard the sound a stoplight makes?” an introductory print ad emphasized the hybrid car’s quiet ride (and specifically the fact …Read more...
6 New Values Change The Way Consumers Buy
Posted on June 03, 2011 by Jacquelyn Ottman
A radical shift is happening in the marketplace—consumers are increasingly basing purchasing decisions not just on value, but on their values.
As I describe in my new book, The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding (Berrett-Koehler; February 2011), now more than ever, consumers of all stripes are demanding that the brands they buy and the companies that make them, share their own personal social and environmental values.
Consumers are increasingly seeing businesses as linchpins with the resources and the incentives to address pressing societal needs (and this …Read more...
We Are All Green Consumers — Now And For The Future
Posted on May 18, 2011 by Jacquelyn Ottman
Green has gone mainstream. Not too long ago, just a small group of deep green consumers existed. Today, 83% of consumers (Source: Natural Marketing Institute, 2009) - representing four generations, Baby Boomers, Millennials, Gen Ys and Gen Zs - are some shade of green. Each in their own way, these generations are quickly transforming what used to be a fringe market that appealed to a faction of eco-hippies is now a bona fide $290 billion industry ranging from organic foods to hybrid cars, ecotourism to green home furnishings. Teen daughters of yesterday’s activist moms search out Burt’s Bees lip balm …Read more...
Green Marketing 3.0 Can Re-ignite Interest in Green
Posted on November 15, 2010 by guest blogger, Jeff Dubin
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 current situation as “green fatigue.” This may be closer to …Read more...
Terrachoice’s Sins of Greenwashing Report—Time for Industry Self-Regulation?
Posted on November 08, 2010 by Jacquelyn Ottman
Most of you are familiar with Terrachoice’s “Seven Sins of Greenwashing” report. On a webinar aired in late October, CEO Scott McDougall admitted that his firm never intended to be malicious in their use of the term, “sins”. He believes that most of the “sins” of greenwashing being committed today are really not sins at all, but rather, inadvertent missteps.
Call me literal, or not a fan of hyperbole, but I believe that calling, in effect, otherwise well-intended marketers “sinners”, and setting the bar too high …Read more...
Green Marketing Myopia and the SunChips “Snacklash”
Posted on October 27, 2010 by Jacquie Ottman & Mark Eisen
Many 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 take a step back and understand what really is to …Read more...
EPA’s Role in Advancing Sustainable Products—and You
Posted on September 23, 2010 by Jacquelyn Ottman
According to a new entry in the Federal Register, EPA is now soliciting individual stakeholder input regarding the Agency’s role in the “green” or sustainable products movement. The Agency will consider the information gathered from the Federal Register notice as well as from other sources as it works to define its role and develop a strategy that identifies how EPA can make a meaningful contribution to the development, manufacture, designation, and use of sustainable products.
This represents an important opportunity for those of us in the green marketing world to move …Read more...
Two Birds, One Switch? Brightening The Future With A Dark Idea
Posted on September 10, 2010 by Jacquelyn Ottman
This is a guest blog post by Catie Carter.
For two months this fall, many of the cities largest buildings, including the Chrysler building, and Rockefeller Center, are turning their lights off. New York City Audubon has organized the fifth annual “Lights Out New York” in an effort to help migratory birds. Buildings participating in “Lights out New York” have agreed to turn their lights off from midnight to dawn from September 1st to November 1st.
Since 1993 other cities throughout North America have also …Read more...
Creating the Virtuous Cycle: Integrating Online and Offline Green Marketing
Posted on July 20, 2010 by Jacquelyn Ottman
This is a guest blog post by Paul Hannam.
Conscious consumers are shifting to the web even more rapidly than many other market segments. According to a report in early 2010 from Burst Media, the internet is the number one source of product information for green consumers. Almost 40% of this group prefers the web in contrast to the TV, in second place, at only 18%. All businesses and organizations that want to engage with these consumers need to …Read more...
Stand By Your Cause: What Marketers Can Learn From Dawn’s Involvement In The Gulf Oil Spill
Posted on July 12, 2010 by Jacquelyn Ottman
Long marketed by Procter & Gamble as an “effective yet gentle” way to keep dishes free from even the greasiest of grease, Dawn dishwashing liquid was widely publicized during the Exxon-Valdez oil spill in 1989 as an ideal way to remove residue from afflicted bird and mammal species.
Fast forward to mid-April 2010, just days before the 40th anniversary celebration of Earth Day. P&G decided to create awareness for its 30-year long support of bird rescue groups by launching a new installment to a campaign begun last …Read more...
To Sell Green, Look Beyond the Planet
Posted on March 11, 2010 by Jacquelyn Ottman
This past Tuesday I opened my morning New York Times and decided one of my favorite columnists, Jane E. Brody, should be selling green. Her article (which I paraphrase in tribute here), entitled, To Keep Moving, Look Beyond the Physical, describes various motivators to get people to exercise beyond the specific benefits of the exercise itself. Borrowing the motivational approach often used by commecial marketers— an “emotional hook that creates positive meaningful expectations of how exercise can enhance people’s lives, a way to feel better,” she describes such non-health motivators as enjoying nature on an early morning walk, using …Read more...
A Smart New Way to Segment Green Consumers
Posted on February 06, 2010 by Jacquelyn Ottman
When you target customers, it helps to know if they’re “dark green”, “light green” or “basic brown” in their attitudes, but, with so many green issues, products, and labels out there, it may be more relevant to your branding and communications to understand their personal green interests.
Ask: To which environmental organizations do members of our target audience belong (The Appalachian Mountain Club or Greenpeace)? Which types of vacations do they take (hiking or the beach)? Which environmental magazines and websites do they read or visit? (Sierra or Animal Fair?) Which types of products do they buy? (green fashions or …Read more...
When it Comes to Marketing Green Appliances, Silence is Golden
Posted on January 11, 2010 by Jacquelyn Ottman
Ads for Bosch’s super quiet, high performance appliances make a point about doing green marketing right loud and clear: focus on the benefits most relevant to consumers.
As I discuss at more length in my soon-to-be-published book, “Consumers buy products to meet basic needs, not (primarily) to save the planet.” Said another way, consumers walk into the store with their, well, consumer caps on, not citizen ones.
Commercials for Bosch’s super-energy efficient appliances focus on how quiet they are, with secondary emphasis on their environmentally preferable attributes. In one ad that I discussed in the book, a gentle deer walking …Read more...
Opportunities for Marketing to the Green Consumer
Posted on January 09, 2010 by Jacquelyn Ottman
Consumers buy over $200 billion of natural personal care and cleaning products, organic produce, hybrid cars, fair trade coffee, compostable plates and cups, and other green products and services.
Please join me on February 4, 2010 (in New York City) for Opportunities to Market to the Green Consumer. Network with members of the Columbia Business School Alumni Club and other senior marketing professionals from New York. Listen to green marketing practitioners from HSBC, Ozocar and Sundance Channel talk about opportunities to build green brands, innovate new products and services, and contribute to the bottomline. I’ll be moderating the panel and …Read more...
Guest Blog: Green Marketing and the Simultaneous Pursuit of Growth and Reputation Enhancement
Posted on October 16, 2009 by Jacquelyn Ottman
This is a guest blog post, written by Eric Lowitt.
A company that I admire shared a story that highlights a green marketing conundrum faced by a growing number of companies. The story, told by a progressive drink distributor, went something like this:
The company held an off-site with the salesforce dedicated to one of their key accounts. The company invited executives from the key account to present ways the company could increase sales through the account. Nestled among the usual suspects was “prove that you are a sustainability leader.”
The company was surprised, not because they doubted that green …Read more...
