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.
Often green washing is not an outright attempt to be deceptive, but rather stems from failing to consider environmental impact measures with the same robust attention as is usually given to more established and familiar measures of business performance.
Sustainable Brands Boot Camp’s eighth webinar session served as an introduction to sustainability transformation in businesses. By providing concrete examples from a case study, Bob Domenz described the practical steps and strategies needed to build a culture of sustainability in an organization, and to effectively engage employees and customers in the process.
Throughout the years, I have encountered many people who wanted to go green, but couldn’t sell the eco approach to the executive team. I believe most managers are simply not aware of what green marketing is, and why it’s better than traditional, non-green marketing.
Increased public awareness of environmental issues has forced American industry to address these issues. However, many of these companies resort to greenwashing. Greenwashing is the act of misleading the public regarding the environmental practices of a company or the environmental benefits of a product, service, or business line. 24/7 Wall St. has put together a list of the Top Ten Greenwashers in America.
