The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Brandingby Jacquelyn Ottman
Pub. Date: 02/14/2011
Publisher: Berrett-Koehler Publishers, Inc.
Green products have been around since the 1970s, but it’s only in recent years that they’ve become ubiquitous. It’s not because consumers suddenly prize sustainability above all. It’s because savvy green marketers are no longer trying to “sell the earth”—instead they’re promoting the value their products provide:… See more details below
Green products have been around since the 1970s, but it’s only in recent years that they’ve become ubiquitous. It’s not because consumers suddenly prize sustainability above all. It’s because savvy green marketers are no longer trying to “sell the earth”—instead they’re promoting the value their products provide: better health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits—the new rules—is critical to winning over the mainstream consumer.
The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity and how they themselves can adopt this approach. Drawing on the latest data from leading researchers and reflecting on learnings from her corporate clients and other pioneers—including GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter & Gamble, Stonyfield Farm, and Wal-Mart—Ottman provides practical strategies, tools, and inspiration for building every aspect of a credible value-based green marketing strategy. She covers using a proactive approach to sustainability to spur innovation, developing products that are green throughout their life cycle, communicating credibly to avoid accusations of “greenwashing,” teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more.
This book takes the best of Ottman’s previous groundbreaking work it into the 21st century. Her new rules relegate traditional “green guilt” approaches to the recycling bin of history, break green products out of their niche and, ultimately do a far better job of advancing the triple bottom line of people, profits, and planet.
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Table of Contents
Foreword Adam Lowry Eric Ryan, Founders and Co-CEOs, Method xi
The 20 New Rules of Green Marketing xviii
1 Green is now mainstream 1
Everyone is worried 3
Every generation is green 4
Green behavior: A daily phenomenon 7
Media turns green 13
Governments take action 14
Far-reaching business opportunities 15
The time for marketers to act is now 17
Personal rewards, too 20
2 We are all green consumers 22
Five shades of green consumers 23
Segmenting by green interest 29
Green consumer motives and buying strategies 32
3 The new green marketing paradigm 43
The new green marketing paradigm 44
The seven strategies for green marketing success 47
Addressing the New Rules: Method 48
4 Designing greener products: A life-cycle approach 56
Consider the entire life-cycle 57
Strategies for sustainable product design 63
5 Innovate for Sustainability 83
Beyond eco-design to eco-innovation 89
Five strategies for eco-innovation 91
Addressing the New Rules: Nissan 99
6 Communicating sustainability with impact 107
Challenges of communicating sustainability 108
Ottman's fundamentals of good green marketing 109
Six strategies of sustainable marketing communication 111
Addressing the New Rules: HSBC 117
Addressing the New Rules: Toyota 120
Addressing the New Rules: Tide Coldwater 128
7 Establishing credibility and avoiding greenwash 131
Five strategies for establishing credibility for sustainable branding and marketing 134
8 Partnering for success 158
The general public 159
Addressing the New Rules: Energy Star 169
Environmental groups 177
9 Two sustainability leaders that superbly address the new rules 182
Addressing the New Rules: Timberland 183
Addressing the New Rules: Starbucks 190
10 Conclusion 197
For further information 199
About the author 241
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With over 20 years in the industry Jacquie is a thought leader on green marketing and her book demonstrates just that. The New Rules format facilitates learning with great checklists and informative tables. As someone who is new to sustainability and green marketing, the book has been more than a crash course. It is a critical learning tool with comprehensive information on greener consumer products and proven business strategies to help companies become more sustainable. The numerous case studies show the practicality of her strategies and that we can all move sustainability forward.
The New Rules will be the go-to for marketers, business leaders, and others who want the most cutting edge sustainability marketing advice and information to apply to their own sustainability campaigns. This book is a great read, and provides examples of companies which are leading the green marketing front. Whether you are well versed in sustainability or new to the field, this book is the definitive word on green marketing practices and is will serve as the handbook for individuals and companies who wish to get themselves in better green shape.
Green marketing expert Jacquelyn A. Ottman states her case plainly: Consumers have gone green, and sustainability is the vital new commercial and political watchword. As a result, environmental responsibility and sustainable product development are becoming the default commercial standards. Ottman explains how to create environmentally oriented marketing that can bring success and profitability. Her marketing views are solid; many consumers have gotten the green message and shop conscientiously for green products. getAbstract recommends this useful, forward-thinking manual to help you promote your sustainable products and services.
Ottman's New Rules is an immensely readable entre to green marketing, yet also has deep content for those looking to add to their sustainability toolkit. The rules are carefully explained and Ottman's insights - based on 20+ years of experience in the field - set this book apart from the many other "green" titles. I especially enjoyed the checklists at the end of each chapter, and the case study examples are numerous and deep. Newcomers to green marketing will also appreciate the resource link in the appendix.
I picked up Jacquie's last book at a trade conference and have been a huge fan of hers ever since. Jacquie builds upon her 20+ years of experience in this insightful book. In the same winning style of the original "Green Marketing," she cites numerous examples of what works and doesn't work for companies who want to evolve and be competitive in any market--because Green is what IS in every market. But more than a treasure trove of Madison Ave. anecdotes, Jacquie explains market trends with real data. I thought Jacquie "wrote the book" before. She "wrote the book" again.