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.
Robbie Vitrano, Co-Founder, NakedPizza, and Eric Quick, SVP Operations, Revolution Foods, presented at the 2010 Sustainable Brands Conference in June, not only bringing attention to the growing harmful consequences of fast food, but also providing innovative and real solutions.
The sixth round of ImagePower Green Brands Survey, presented by Esty Environmental Partners, Penn Schoen Berland, Landor Associates and Cohn & Wolfe, features a fresh perspectives into consumers’ attitudes toward corporate environmental sustainability and green products. The survey reveals that barriers to going green and environmental concerns are not consistent, however consumer commitment to purchasing from green companies is shared around the world.
As manufacturers continue incorporating sustainability practices within their product manufacturing processes and supply chains, the retail industry – as the main customer point of contact – bears the responsibility of educating consumers about the sustainability choices available in the market.
It may seem like big businesses are the only companies getting buzz for going green, but for small and medium-sized enterprises, there are countless ways to reap rewards by adopting sustainable practices.
As consumer expectations rise and trust in corporations decline, the need for ethical business practices is greater than ever. Yet in a recession, companies seeking to cut costs will likely postpone important CSR initiatives or cut spending in favor of core business initiatives. But it doesn’t have to be either-or. Companies that consider social and environmental initiatives as potential innovation platforms and brand builders — not expenses — will come out ahead.
