The Environmental Leader has recently released what is already one of the most relevant green marketing studies ever made. Green Marketing: What Works, What Doesn’t takes a critical look at green marketing and digs up eye-opening information such as the green marketing effects on product pricing, what media are most used in green marketing campaigns, and which of these are most effective.
The Changing Consumer Marketplace, the third webinar in the Sustainable Brands Boot Camp, provided up-to-date insights into the changing green consumer profile and what motivates consumers to buy green in today’s economy. Companies can use this market research to craft green product value propositions and make green profile decisions. Key takeaways? Green pricing premiums won’t work in a post-recession economy and sustainability has reached a tipping point into mainstream.
It’s not good enough to just be green anymore, you have to be great. Your product or service needs to break through the green clutter. It must do its job better, more economically, more efficiently with less ? It must be positioned better, and packaged better. It should communicate its unique promise of value better.
A summary of the second webinar in the Sustainable Brands Boot Camp series, Innovation Opportunities in Response to Today’s Environmental Hot Buttons: Climate Change, Water & Waste. The webinar was led by Will Sarni, CEO and founder of Domani Consulting, an integrated sustainability consulting firm, and featured examples of new, innovative business and product strategies from various markets that are successfully being brought to market in response to emerging environmental and social strains.
The enneagram profiling system provides nine profiles/types of consumers based on emotional behavior. It will enable you to quickly identify your company’s customer types and effectively find the best brand ambassadors.
The market for green buildings is exploding and the lion’s share of the opportunity exists in retrofits, not new buildings. McGraw-Hill Construction’s latest SmartMarket Report, Green Building Retrofit & Renovation: Rapidly Expanding Market Opportunities Through Existing Buildings, was released at the Green Retrofit Conference in New York recently. The report finds that new buildings represent only 2.5% of the US building market, while retrofitting provides an enormous market opportunity for green builders, owners and building product manufacturers.Currently, green building comprises 5-9% of the retrofit and renovation market activity by value. This equates to a $2-4 billion marketplace for major projects. By 2014, that share is projected to increase by 20-30%, creating a $10-15 billion market for major retrofit projects in only five years.
With experts predicting a jobless recovery, there is one hopeful statistic emerging that is contradicting that prediction. According to The National Governors Association Center for Best Practices (NGA), every state is seeing growth in at least one green industry segment. In most instances, this business growth stems from existing strengths in the state. As part of an effort to help states continue to grow these industries, the NGA Center has created a series of reports analyzing emerging “green” economies in each state in terms of the scope of green business activity reveals areas of comparative advantage, promising areas for workforce development and opportunities for building partnerships within and across green industry segments. It is intended that this information be used to help states analyze their current efforts and form strategies to grow green economies.
Yalmaz Siddiqui, Office Depot’s Director of Environmental Strategy, shares his glass-half-full view of environmental policy, calls for a new definition of “green” and talks about the legacy he’d like to leave. Siddiqui joined Office Depot in 2006. He’s since developed programs that improve the environmental standards of Office Depot’s supply chain, its internal operations and the consumer market.
For over four years, I’ve monitored and posted positions that were either hard-core green jobs such as energy or environmental engineers, jobs that had a tint of green to them like a carpenter with a PV installer’s license or positions at companies with a strong record of sustainability such as a human resources opening at UTC Power. More often than not, the positions that were advertised did not emphasize the position’s green attributes. However recently, I have noticed that businesses and non-profits too, are now listing positions with some green requirements. I believe this is a result of several factors.
