Green Marketing vs. Greenwashing. Saving the world as a marketing strategy

2022-02-08 Business & Economics

Author : Marie Schad
Release : 2022-02-08
Genre : Business & Economics
Kind : eBook
Book Rating : 177/5 ( reviews)

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Book Synopsis Green Marketing vs. Greenwashing. Saving the world as a marketing strategy by : Marie Schad

Download or read book Green Marketing vs. Greenwashing. Saving the world as a marketing strategy written by Marie Schad. This book was released on 2022-02-08. Available in PDF, EPUB and Kindle. Book excerpt: Document from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: Consumers have developed an awareness of sustainable lifestyles. Young consumers in particular are interested in the origin of products and demand sustainable innovations. Due to the shift in demand and the increasing pressure on companies, the number of environmentally friendly items in assortments is constantly growing. But communicating sustainability is just as important to marketing companies as sustainability itself. But which advertisements actually deliver what they promise? With the trend of green marketing, black sheep have crept in, using companies' sustainability communications for greenwashing without actually producing in an environmentally friendly way. The central theme of this book is the importance of green marketing in today's world. Author Marie Schad sheds light on current and future challenges and shows why the relevance of green marketing will increase and why the concept of sustainability will become more and more important for business. She also provides practical recommendations for action as well as helpful orientation for companies. This book is aimed equally at entrepreneurs and interested consumers.

The New Rules of Green Marketing

2017-10-19 Business & Economics

Author : Jacquelyn Ottman
Release : 2017-10-19
Genre : Business & Economics
Kind : eBook
Book Rating : 665/5 ( reviews)

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Book Synopsis The New Rules of Green Marketing by : Jacquelyn Ottman

Download or read book The New Rules of Green Marketing written by Jacquelyn Ottman. This book was released on 2017-10-19. Available in PDF, EPUB and Kindle. Book excerpt: For too long, marketers of sustainable goods and services have targeted "deep green" consumers to promote their products – and they have little to show for their efforts. In this innovative book, Jacquelyn Ottman shows how the green market has moved beyond such niche marketing, and how marketers will find greater success promoting the inherent superior value of their offerings. Greener products are now available within every industry and are a part of our everyday lives. But they didn't get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products have grown so fast because of the added value they provide: health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits – the new rules – is critical to winning over the mainstream consumer and to driving overall organizational growth. 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:How to use a proactive approach to sustainability to spur innovationHow to frame environment-related benefits with relevance to mainstream brandsHow to communicate with credibility and impact – and avoid "greenwashing"How to team up with stakeholders to maximize outreach to consumersHow to use a life cycle orientation to ensure the integrity of one's offeringsHow to best take advantage of recent technological advances in social mediaDrawing on the latest data from leading researchers and reflecting on learnings from Ottman's corporate clients and other pioneers including GE, Nike, HSBC, Method, Starbucks, Timberland, HP, NatureWorks, Philips, Procter & Gamble, Stonyfield Farm and Wal-Mart, this book shows how market leaders are edging out the competition using effective value-first marketing strategies. 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.

The New Rules of Green Marketing

2017 BUSINESS & ECONOMICS

Author : Jacquelyn Ottman
Release : 2017
Genre : BUSINESS & ECONOMICS
Kind : eBook
Book Rating : 683/5 ( reviews)

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Book Synopsis The New Rules of Green Marketing by : Jacquelyn Ottman

Download or read book The New Rules of Green Marketing written by Jacquelyn Ottman. This book was released on 2017. Available in PDF, EPUB and Kindle. Book excerpt: "For too long, marketers of sustainable goods and services have targeted "deep green" consumers to promote their products - and they have little to show for their efforts. In this innovative book, Jacquelyn Ottman shows how the green market has moved beyond such niche marketing, and how marketers will find greater success promoting the inherent superior value of their offerings. Greener products are now available within every industry and are a part of our everyday lives. But they didn't get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products have grown so fast because of the added value they provide: health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits - the new rules - is critical to winning over the mainstream consumer and to driving overall organizational growth. 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:How to use a proactive approach to sustainability to spur innovationHow to frame environment-related benefits with relevance to mainstream brandsHow to communicate with credibility and impact - and avoid "greenwashing"How to team up with stakeholders to maximize outreach to consumersHow to use a life cycle orientation to ensure the integrity of one's offeringsHow to best take advantage of recent technological advances in social mediaDrawing on the latest data from leading researchers and reflecting on learnings from Ottman's corporate clients and other pioneers including GE, Nike, HSBC, Method, Starbucks, Timberland, HP, NatureWorks, Philips, Procter & Gamble, Stonyfield Farm and Wal-Mart, this book shows how market leaders are edging out the competition using effective value-first marketing strategies. 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."--Provided by publisher.

Green Marketing as a Positive Driver Toward Business Sustainability

2019-07-26 Business & Economics

Author : Naidoo, Vannie
Release : 2019-07-26
Genre : Business & Economics
Kind : eBook
Book Rating : 600/5 ( reviews)

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Book Synopsis Green Marketing as a Positive Driver Toward Business Sustainability by : Naidoo, Vannie

Download or read book Green Marketing as a Positive Driver Toward Business Sustainability written by Naidoo, Vannie. This book was released on 2019-07-26. Available in PDF, EPUB and Kindle. Book excerpt: As corporations increasingly recognize the benefits of green marketing, the number of projects with important local environmental, economic, and quality-of-life benefits shall increase. Encouraging the holistic nature of green, moreover, inspires other retailers to push the movement. Green Marketing as a Positive Driver Toward Business Sustainability is a collection of innovative research on the methods and applications of integrating environmental considerations into all aspects of marketing. While highlighting topics including green consumerism, electronic banking, and sustainability, this book is ideally designed for industrialists, marketers, professionals, engineers, educators, researchers, and scholars seeking current research on green development in regular movement.

The Green Marketing Manifesto

2009-08-11 Business & Economics

Author : John Grant
Release : 2009-08-11
Genre : Business & Economics
Kind : eBook
Book Rating : 312/5 ( reviews)

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Book Synopsis The Green Marketing Manifesto by : John Grant

Download or read book The Green Marketing Manifesto written by John Grant. This book was released on 2009-08-11. Available in PDF, EPUB and Kindle. Book excerpt: We are currently eating, sleeping and breathing a new found religion of everything ‘green’. At the very heart of responsibility is industry and commerce, with everyone now racing to create their ‘environmental’ business strategy. In line with this awareness, there is much discussion about the ‘green marketing opportunity’ as a means of jumping on this bandwagon. We need to find a sustainable marketing that actually delivers on green objectives, not green theming. Marketers need to give up the many strategies and approaches that made sense in pure commercial terms but which are unsustainable. True green marketing must go beyond the ad models where everything is another excuse to make a brand look good; we need a green marketing that does good. The Green Marketing Manifesto provides a roadmap on how to organize green marketing effectively and sustainably. It offers a fresh start for green marketing, one that provides a practical and ingenious approach. The book offers many examples from companies and brands who are making headway in this difficult arena, such as Marks & Spencer, Sky, Virgin, Toyota, Tesco, O2 to give an indication of the potential of this route. John Grant creates a ‘Green Matrix’ as a tool for examining current practice and the practice that the future needs to embrace. This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing. Includes a foreword by Jonathon Porritt.

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Green Marketing vs. Greenwashing. Saving the world as a marketing strategy

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