In this post Pamela Cargill advises small solar firms on various ways that they can develop a successful forward-looking marketing strategy and move beyond the trap of reactive marketing that drowns so many small businesses in a continuous struggle to keep up.
Meet Nancy Shaw, Social Responsibility Manager for Blue Shield of California. She currently serves on the Advisory Council of Business Council on Climate Change and was recently a speaker at the Women in Green Forum. She also recently served on the Executive Committee of 2009 Hazon Sustainable Food Conference.
Prior to transitioning to a career is corporate social responsibility, Nancy had a successful career in marketing and the non-profit sector. In the roll of Grants & Program Manager for the Evelyn & Walter Haas, Jr. Fund, Nancy analyzed grant proposals that led to nearly $9 million in funding. As Nonprofit Director for Craigslist, she managed Strategic planning, board development and fundraising, as well as produced venture events connecting nonprofits with potential funders. Before going into the non-profit sector, she was a marketing strategy analyst for both HBO and RR Donnelley. She also directed Fortune 500 companies market research studies for Wetfeet. Read about how Nancy changed her career path to a green one with an MBA in sustainability.
Numerous consumer polls proclaim increased spending on green products, but they fail to provide much insight into the actual purchase trends or specific decision drivers behind consumer choices. Instead of relying solely on such generalized market surveys, adoption of a strategic market research process will help businesses boost their revenue, reputation and competitive advantage from sustainability.
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.