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The New Rules of Green Marketing

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The New Rules of Green Marketing

Strategies, Tools, and Inspiration for Sustainable Branding

Berrett-Koehler,

15 min read
10 take-aways
Audio & text

What's inside?

Companies that fail to go green may likely end up in the red.

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Editorial Rating

7

Qualities

  • Applicable

Recommendation

Green marketing expert Jacquelyn A. Ottman states her case plainly: Consumers have gone green, and sustainability is the vital new commercial and political watchword. As a result, environmental responsibility and sustainable product development are becoming the default commercial standards. Ottman explains how to create environmentally oriented marketing that can bring success and profitability. Her marketing views are solid; many consumers have gotten the green message and shop conscientiously for green products. getAbstract recommends this useful, forward-thinking manual to help you promote your sustainable products and services.

Summary

The Method Approach

In 1999, chemical engineer Adam Lowry and marketing expert Eric Ryan launched Method, a personal care and cleaning products firm dedicated to environmental sustainability. The company offers a wide variety of environmentally friendly products, including “body lotions...hand sanitizers...air fresheners and mops.” Method’s philosophy about product ingredients is simple: “If there’s a chance it’s bad, don’t use it.” In 2006, Inc. magazine ranked Method seventh on its list of the US’s “500 fastest-growing private companies.” That same year, Method’s revenues were up a staggering 80% (in an industry where a 4% increase is respectable).

In 2007, Method achieved an impressive 128.5 composite score in the B Lab ratings system, which audits companies on “social and environmental issues.” This rating placed Method in the “top 10%” of similarly audited companies. In 2008, Method’s market share rose for every product line, even though its products cost “up to 30% more” than its competitors’. In contrast to the traditional sales approach of P&G, Unilever and Colgate-Palmolive, Method’s products provide consumers with an enjoyable “entire cleaning...

About the Author

Jacquelyn A. Ottman is a green marketing expert. She is founder and principal of J. Ottman Consulting.

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    L. G. 1 decade ago
    It's a pretty good and quick guide about green image & marketing, I liked a lot the 20 principles of green marketing.