Jacquie discusses the consumer revolution that is driving the phenomena of green marketing outlining six new rules being written by consumers for manufacturers and marketers. While in the past consumers bought solely on price, performance, and convenience, today they are increasingly making their purchasing decisions based on additional criteria such as how products are sourced, manufactured, packaged, disposed of – and even such social aspects as how factory and farm workers are treated – now all of these other factors also matter.
As corporate social responsibility and social media collide, David Connor examines the outcome – and provides tips on getting the most from CSR via social media.
The fear of being being branded as a “greenwasher” is holding back many companies from adopting and advertising their sustainable practices. While environmental advocates should continue to hold companies accountable for their claims, it is important for businesses that are going green to overcome their greenwashing fears and connect with their customers. The use of social media is a great way to establish authenticity, trust and transparency in this context.
rebuilding trustIf we express our values through our community investment, then to substantiate our authenticity, we need to be consistent in applying those values to our core business.
