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William Brent on Navigating the Green Marketing Minefield
The perils of misleading consumers into thinking your product or service is green (when it's not) are well documented. Even do-good companies now face a certain amount of skepticism from consumers. SLM contributer Matt Heinz asks William Brent, senior vice president of PR firm Weber Shandwick's clean tech practice, how marketers can overcome growing consumer distrust of corporate environmental claims. Read more...
Top Stories...
Publicis Launches New Sustainability Consultancy
Global communications firm Publicis Groupe is looking to broaden its offerings with the acquisition of leading sustainability consultancy Act Now, helmed by former Sierra Club president Adam Werbach. As part of the deal, Act Now will join Saatchi & Saatchi's retail marketing division to form the re-branded Saatchi & Saatchi S network, a new consultancy that aims to "activate corporate and consumer action on a mass scale" to address environmental and economic sustainability. Read more...
Waste Management Launches Website on Green Efforts
Trash-hauling giant Waste Management has launched an interactive website to educate the public about its environmental efforts. Thinkgreen.com highlights how Waste Management is using advanced technologies to recover, recycle, and reuse the waste materials it collects. Read more...
Land Rover Touts Green Cred in New Ad Campaign
Land Rover is highlighting its environmental initiatives in a series of full-page print ads. The ads focus on the four cornerstones of the company's green push: clean technology, sustainable manufacturing, carbon offsets, and financial support of conservation projects. Read more...
Sustainable Furniture Manufacturers Combine Marketing Muscle
A new industry group aims to give sustainable furniture manufacturers a shared platform for their marketing efforts. The just-launched Design Green Alliance purchases large blocks of exhibit space at furniture trade shows and conventions to create a “green pavilion” where buyers, designers, and other show attendees can learn about sustainability from leaders in the industry. Read more...
More Sustainable Brands News & Tools...
SLM Readers Speak Out!
SLM reader vineeta9 agreed with Jacquelyn Ottman's take on eco-logos last week, pointing out that:
"Even some government-backed schemes have very low recognition among consumers because their purpose and criteria are not clear...."
Read more, and post your own comments, here.
We want to hear from you! Post your comments or questions below any SLM news story and we'll feature the best of them here.
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Save the Date for SB08!
Mark your calendar and plan now to join your peers at Sustainable Brands '08, where we'll explore together the latest in innovation for sustainable brands. The event will be held in California at the Hyatt Regency Monterey Resort from June 2-5, 2008.
Double Take!
Don't Bother with the "Green" Consumer
Steve Bishop, a global lead of Design for Sustainability at IDEO, advises marketers, "Instead of focusing on a green niche, focus on green behaviors that everyone can aspire to."(Harvard Business Review) Read more...
Are You Targeting the Right Green Consumers?
Traditional means of marketing by demographics simply will not work for green consumers, you need to be able to identify how they behave, says columnist Danny Bradbury. (BusinessGreen) Read more...
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Sustainable Life Media is home for business professionals looking to build new value and competitive advantage by innovating more sustainable processes, practices and products. We bring you top stories related to the what, who and how of environmental and social innovation, and help you connect with thought leaders, peers, partners and solutions providers that can help you quickly reach your goals.
This work is licensed under a CreativeCommons License. Copyright Sustainable Life Media Inc. 2008
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