Green Messaging | The Green Economy Post: Green Careers, Green Business, Sustainability

Green Marketing Not Over, Just Misdirected

By carolyn_parrs on May 24, 2011 5 Comments Carolyn Parrs, green consumers, green marketing is over, green marking, green messaging, green washing, GreenBiz.com, Irv Weinberg, Joel Makower, Kimberly-Clark, Nissan Leaf, polar bear, value proposition, Whole Foods

This post rebuts the assertion made by Joel Makower that Green Marketing is dead or over. It suggests that green is not being marketed in the best manner; making the point that companies seeking to market their green products and services should focus on selling their products instead of making the consumer feel like their purchases is a cause, charity, public service or a sacrifice that they they need to make.

Creating Competitive Advantage Through Sustainability

By Jennifer_Rice on September 22, 2009 1 Comment brand credibility, brand strategy, business sustainability, channel partners, competitive differentiatio, competitive differentiation, CSR, customer experience, eco messaging, FairRidge Group, Fruitful Strategy, green messaging, greenwashing, ingredient brand, Jennifer Rice, market leadership position, market-facing aspiration, master brand, product brand, product manufacturer, retail partners, SM3, strategy, sub-brand, sustainability, sustainability infrastructure, Sustainability Management Maturity Model, sustainability-minded buyers, TAM, TASM, total addressable market, Total Addressable Sustainability Market, Triple Pundit, values-driven buyers

I recently published a post on Triple Pundit that fleshes out the market-facing aspects of a model I’ve been working on with The FairRidge Group. Called the Sustainability Management Maturity Model (SM3), it’s a tool to help businesses assess their readiness to address business sustainability challenges and opportunities. The internal management components were outlined a few months ago on Triple Pundit – Strategy, Organization, Process, Measurement and People – which all relate to an inside-out perspective of the business.