The Business of Green Marketing

October 21, 2009

So now that your business is green and has been marketing itself that way for awhile, what's ahead? It seems like everybody these days is trying to market themselves as the environmentally conscious, greener, alternative solution with a lower carbon footprint. And that's a good thing. Aren't we glad that we're all doing these things and that society is coming to care (and care all the way deep down in its pockets) about protecting our planet, preventing environmental damage and cleaning up past damage as best we can? Yes, indeed, but what's next?

Here are a few predictions offered by Jacquelyn Ottman, president and founder of J. Ottman Consulting. These predictions were made in a recent article for Advertising Age. They may give you some insight into where things stand and where to look next in your approach to Greenifying.

1. Ottman predicts now that the "green hype" (and some of it is purely hype) has hit a high, there will be a slowdown and maybe even an end to the use of meaningless green marketing terms. This would be helpful. We are seeing that there is a lack of supervision and a need for better definitions of some terms. We need standards to be set in order for business and the consuming public to truly understand what these terms mean. She also predicted there would be a slowdown in the creation of eco-marketed house brands.

2. More electronics companies will create take-back programs, thereby reducing the use of toxic chemicals in order to market themselves as green. In some cases, this may backfire. A recent "60 Minutes" segment covered the illegal and unethical actions of one "take back" program claiming to handle the toxic chemicals but which illegally exported and dumped them in a foreign country. The company involved in that program is now being prosecuted.

3. More green products will be marketed in order to satisfy retailer demands for reduced packaging and better energy efficiency. Consumers will be thrilled to see an end to hard plastic clamshell packaging. Standard green marketing claims will take a back seat to pitches based on such things as higher performance levels, aesthetics and cost effectiveness.

4. Green products sales will soar behind the major brand acquisitions (Remember Clorox buying Burt’s Bees and Colgate snapping up Tom’s of Maine), which will help increase sales of green stand-alones like Method and Seventh Generation.

If these predictions are accurate, 2009 will continue to be the "Year of the Green Business" but in new and different ways that we hope will help your business profit.


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