Focus on Value Drives Growth in Green Consumerism

By Jacquie Ottman on February 23, 2011 1 Comment authenticity, boycott, Brand Reputation, corporate stakeholder, educator, environmental, environmental marketing, environmentalist, Gary Hirshberg, Green Marketing, HSBC, J. Ottman Consulting, Jacquie Ottman, Patagonia, People Against Dirty, product life cycle, recycling, resource conservation, S.C. Johnson, social value, social value marketing, Starbucks, Stonyfield Farm, sustainability, sustainable brand, sustainable packaging, sustainable supply chain, The New Rules of Green Marketing, Timberland, Tom Chappell, Tom’s of Maine, Yvon Chouinard

Jacquie discusses the consumer revolution that is driving the phenomena of green marketing outlining six new rules being written by consumers for manufacturers and marketers. While in the past consumers bought solely on price, performance, and convenience, today they are increasingly making their purchasing decisions based on additional criteria such as how products are sourced, manufactured, packaged, disposed of – and even such social aspects as how factory and farm workers are treated – now all of these other factors also matter.