The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding

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It sounds like it couldn't be simpler. According to Jacquelyn A. Ottman, the five strategies for establishing credibility for sustainable branding and marketing are:. Behind these 16 harmless words lie an array of theories, models, approaches, frameworks, do's and do not's, regulatory imperatives, consumer analytics, trends, surveys, reports, examples, case studies and commentaries on the entire spectrum of presenting your products and services in an environmentally responsible way, and Ottman's book covers as many of them as you can cram into a compact pages of text and references.

As someone who, modestly, believes themselves to be above average on environmental awareness and reasonably up-to-date with the world of sustainability, cause marketing and green corporate initiatives, I found The New Rules of Green Marketing refreshingly informative and enlightening, and I enjoyed reading about many examples that I had not come across before, all put together in a well-ordered and logically-flowing volume.

The New Rules of Green Marketing is a book you have to read from end to end. It's written in a punchy, fast-paced style and each page is full to the brim of wise guidance, with references to just about any company, I think, that has ever done anything remotely green. If you are not quoted in Jacquelyn Ottman's book, you apparently don't count in the green Hall of Fame or in some cases, Hall of Shame. The new rules of green marketing are 20 in number and include "green is cool," taking a life-cycle approach, the fact that sustainability now represents "an important consumer need and is an integral aspect of product quality," "environmentalists are no longer the enemy," "green consumers don't expect perfection" and other staples such as authenticity and "keep it simple.

The book starts by making the case for the "mainstreaming of green" and what companies need to understand in today's evolving markets, and continues with the way consumer profiles are changing. What shade of green are you? In which segment do you fit?

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No matter which way, Ottman has you profiled and understands what publications you read, what you worry about and what drives you to buy green. The author goes on to show how this knowledge can be translated into sustainable, profitable and legitimate business practice, supported by 15 strategies for sustainable product design, astute marketing, collaborative partnerships and, if possible, inspirational leaders. Each chapter of the book is summarized with a New Rules Checklist in the form of a series of questions for any organization to use in assisting their green soul searching in pursuit of the new breed of green consumers.

The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity, and how readers can adopt this approach in their own organizations. Illustrated by examples from both international mainstream and the more niche "deep green" leaders who are showing everyone else the way, the book provides practical strategies, tools and inspiration for building every aspect of a credible value-based green marketing strategy, including: This book captures the best of the author's previous groundbreaking books on green marketing and takes the content into the 21st century.

Whereas earlier works focused on readers who were less familiar with green initiatives, this work squarely focuses on a new generation of marketers who likely themselves grew up with an appreciation of sustainability and who want and need to know how to connect effectively with mainstream consumers.

This reality is been assuming more and more importance since the marketplace became, and will become even more green and socially responsible and aware.

The New Rules of Green Marketing [Book]

Organisations face now new challenges associated with sustainable branding and environmental management that could be better supassed by following the The New Rules of Green Marketing. Are you following the new rules of green marketing? It overflows with insightful marketing, smart case studies, and lists of references, resources and "do's and don'ts" for successful green marketers.

It now adds another pound or two to my briefcase, even when I try to shoo it away. When it appears again on my office desk or in my home den, I find myself indiscriminately opening it and learning in 5-minute chunks. It will give you an immediate jump on your competition through its encapsulation of decades of proven green marketing experience combined with current and relevant resources.



It sounds like it couldn't be simpler. According to Jacquelyn A. Ottman, the five strategies for establishing credibility for sustainable branding and marketing are: Enlist the support of third parties. Behind these 16 harmless words lie an array of theories, models, approaches, frameworks, do's and do not's, regulatory imperatives, consumer analytics, trends, surveys, reports, examples, case studies and commentaries on the entire spectrum of presenting your products and services in an environmentally responsible way, and Ottman's book covers as many of them as you can cram into a compact pages of text and references.

Recensie(s)

As someone who, modestly, believes themselves to be above average on environmental awareness and reasonably up-to-date with the world of sustainability, cause marketing and green corporate initiatives, I found The New Rules of Green Marketing refreshingly informative and enlightening, and I enjoyed reading about many examples that I had not come across before, all put together in a well-ordered and logically-flowing volume. The New Rules of Green Marketing is a book you have to read from end to end.

It's written in a punchy, fast-paced style and each page is full to the brim of wise guidance, with references to just about any company, I think, that has ever done anything remotely green. If you are currently a Drifter or an Unconcerned, be careful, because reading this book might just turn you into one of the 43 million LOHAS consumers who are continuing to expand in number as you read this.

Green is now mainstream 2.