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Controlling Interest
Consumers' desire to control a world that's increasingly viewed as spinning out of control lies at the heart of green marketing. If they didn't feel that greener products made a difference, there would be no market for organic produce, non-toxic cleaners, or Energy Star-qualified appliances.
Empower your consumers with messages that underscore the difference they make as one consumer or in concert with all the other consumers of your products.
Be dramatic. The direct mail marketing company Postcard Mania calculates that using 10% post-consumer recycled content has saved 5,931 fully grown trees since 2005.
Make intangible environmental benefits tangible. It's impossible to see the fumes that are not being spewed from power plants when consumer opt for green power instead of fossil fuels. Delineate the equivalents in barrels of oil or tons of coal saved by a switch to wind or solar.
~Jacquelyn A. Ottman, President, J.Ottman Consulting and SLM Advisor
Featured Article
Top Trends in Green Branding: An Interview with Annie Longsworth
Last May we reported on the release of the ImagePower Green Brands 2.0 survey, which pegged the top ten green brands in the U.S. as well as globally by industry. In preparation for September's Sustainable Brands '07 conference, we snagged some face time with Annie Longsworth, Executive Vice President at Cohn & Wolfe (which, along with Landor Associates and Penn, Schoen and Berland, developed the survey) to identify some key takeaways for companies looking to bump up the green factor in their own branding strategy. Read more...
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This Week's Top Branding Stories
Direct Mail Marketing Company Pays More to Save Trees
A direct mail postcard company says despite higher costs, saving trees is a must. Instead of raising prices to meet the demand for an eco-conscious product, customers reaped the benefits without being asked to pay more. (TransWorldNews) Read more...
Car Ads Not Green Enough, Study Shows
Vehicle advertising falls short of U.S. consumers' rising demand for environmentally friendly cars according to a new survey, which shows that fuel economy has now become one of the most important elements of purchase consideration. (R744) Read more...
Consumers Pass on Green "Kool-Aid"
Only 34% of consumers feel much more concerned about environmental issues today than a year ago, according to a new survey. (Environmental Leader) Read more...
Editorials Urge Lower Emissions, But Ads Tell a Different Story
Newspaper exhortations on climate change sit uncomfortably alongside promotions for budget flights and oil companies, observes columnist George Monbiot. (The Guardian) Read more...
We want to hear from you! Email us your comments or questions regarding sustainability issues of the day, and we'll feature the best of them here.
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Eco-Advantage Salon Tour!
Andrew's Eco-Advantage Salon Tour is coming to a city near you. Watch here for information on our next locations, dates, and participants.
Denver and Portland are next up. Save the date!
Denver: Aug. 22, Oxford Hotel
Portland: Aug. 23, DoubleTree Lloyd Center Program
Find Peers and Partners
If you haven’t already joined the fastest growing online sustainable business community, create a profile now and start connecting.
Spreading the Green Message
With sustainability issues infiltrating brand communication, designers need their own green credentials. Digital Arts magazine's August 2007 issue examines the ethical considerations of spreading the green message. Read more...
Branding Experts Speak!
PODCAST: Corporate Reputation: Where's Your "Sustainability Sweet Spot"?
In this hourlong radio program, green marketing experts discuss the current push for companies to use and advertise environmentally responsible practices. Guests include Annie Longsworth of PR firm Cohn and Wolfe, New York Times reporter Claudia Deutsch, and green guru Joel Makower. (Run Time: 60 Min.) Listen now...
Solution Providers
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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. 2007
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