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.
With LEED certified projects growing in popularity, green can be a major selling point to investors and tenants alike. These initiatives not only offer significant and measurable savings in terms of energy usage, but contribute to the health and well being of the people who live and work in your project, so green messaging is very important.
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.
