Profiting from the New Rules of Green Marketing

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  • Green terms show Consumers are looking under every phase of life cycle… Want to understand full impacts, and to do so with scientific rigor.
  • Green terms show Consumers are looking under every phase of life cycle… Want to understand full impacts, and to do so with scientific rigor.
  • Green terms show Consumers are looking under every phase of life cycle… Want to understand full impacts, and to do so with scientific rigor.
  • Save me not Save the Planet!!
  • A new product….but maybe it should be the eventual goal of Big Tide!
  • A new product….but maybe it should be the eventual goal of Big Tide!
  • A new product….but maybe it should be the eventual goal of Big Tide!
  • Retailers, utility, consumer retailers: makes money and looks good doing it. Utilities: ES aves $ for utility. Meets legislative mandates, Manufacturers: moves more product; premium pricing on some energy star products Consumers: save money, help environment (other benefits of ES brand -- see performance reassurance slide) Deep green, light green, basic brown consumers Geographically: cost of energy in NW is .03kwh versus .20 /lwh in Long Islands. Demographically: Young, middle aged, older rich, poor challenge: green skews upscale, folks have money to pay for electricity.
  • I would challenge you all to discover what J&J has done as a company —which is considerable and leverage that in your communications.
  • Retailers, utility, consumer retailers: makes money and looks good doing it. Utilities: ES aves $ for utility. Meets legislative mandates, Manufacturers: moves more product; premium pricing on some energy star products Consumers: save money, help environment (other benefits of ES brand -- see performance reassurance slide) Deep green, light green, basic brown consumers Geographically: cost of energy in NW is .03kwh versus .20 /lwh in Long Islands. Demographically: Young, middle aged, older rich, poor challenge: green skews upscale, folks have money to pay for electricity.
  • Retailers, utility, consumer retailers: makes money and looks good doing it. Utilities: ES aves $ for utility. Meets legislative mandates, Manufacturers: moves more product; premium pricing on some energy star products Consumers: save money, help environment (other benefits of ES brand -- see performance reassurance slide) Deep green, light green, basic brown consumers Geographically: cost of energy in NW is .03kwh versus .20 /lwh in Long Islands. Demographically: Young, middle aged, older rich, poor challenge: green skews upscale, folks have money to pay for electricity.
  • Retailers, utility, consumer retailers: makes money and looks good doing it. Utilities: ES aves $ for utility. Meets legislative mandates, Manufacturers: moves more product; premium pricing on some energy star products Consumers: save money, help environment (other benefits of ES brand -- see performance reassurance slide) Deep green, light green, basic brown consumers Geographically: cost of energy in NW is .03kwh versus .20 /lwh in Long Islands. Demographically: Young, middle aged, older rich, poor challenge: green skews upscale, folks have money to pay for electricity.
  • Retailers, utility, consumer retailers: makes money and looks good doing it. Utilities: ES aves $ for utility. Meets legislative mandates, Manufacturers: moves more product; premium pricing on some energy star products Consumers: save money, help environment (other benefits of ES brand -- see performance reassurance slide) Deep green, light green, basic brown consumers Geographically: cost of energy in NW is .03kwh versus .20 /lwh in Long Islands. Demographically: Young, middle aged, older rich, poor challenge: green skews upscale, folks have money to pay for electricity.
  • Make the intangible tangible by helping consumers visualize their environmental impacts. This chart from P&G is meant for B2B communication, but I’m sure you can see how something similar could be enlightening for consumers. (Describe chart)
  • Profiting from the New Rules of Green Marketing

    1. 1. The Green Business Network™The Green Business Network is a vibrantcommunity of over 3,000 businessescommitted to creating a better world.Our mission is to help businesses everywherebecome more successful and grow a greeneconomy that is good for people and the planet. www.greenbusinessnetwork.orgThe Green Business Network is a program of Green America. We harness economic power—the strength of consumers, investors, businesses, and the marketplace—to build a socially just and environmentally sustainable society. www.GreenAmerica.org
    2. 2. The Green Business Network™We have been building a green economy for three decades.Join us in celebrating:30th anniversary of Green America20th anniversary of the National Green Pages®11th anniversary of Green Festivals®QuestionsMelanie Marinemmarine@greenamerica.org202.872.5330
    3. 3. The Green Business Network™We help green businesses across the country toConnect. Market. Grow.
    4. 4. IntroducingJacquie OttmanFounder and Principal,J. Ottman Consulting, Inc.Author,The New Rules ofGreen Marketing:Strategies, Toolsand Inspiration forSustainable BrandingGreenMarketing.com
    5. 5. 20 New Rules of GreenMarketing in 30 Minutes—With Plenty of Time forQuestions . • • • • • • Presented to • • Green America • • by Jacquelyn A. Ottman • September 13, 2012 •
    6. 6. Hello • • Introduction • • Highlights of 20 New Rules • • Your Questions • • My Best Answers • • • •
    7. 7. Jacquelyn Ottman • Founder, Principal, J. Ottman Consulting, • • Inc. • • Founded in 1989 • • Author, The New Rules of Green Marketing, • • (Berrett-Koehler, February 2011) • • Editor, We Hate To Waste. com •
    8. 8. J. Ottman Consulting’sClients
    9. 9. J. Ottman Consulting’sU.S. Government Clients
    10. 10. 20 New Rules Highlights
    11. 11. Market
    12. 12. 83% of US Adults are “Green” LOHAS: 36 million US adults • • • • • • • • • • • •
    13. 13. $290 Billion U.S.Market for GreenConsumer Goods • Personal Health $93.4B: Tom’s, Aveda • • Organic Foods $23.6B: Stonyfield, Cascadian • Farm • • Natural Lifestyles $10B: Seventh Gen, Method • • Sustainable Apparel $3B: Nike, Patagonia, • Timberland • • Alt. Transportation $20B: Toyota Prius • Alternative Energy $1B: Solar, Wind Source: Natural Marketing Institute 2010 Apparel: 2007
    14. 14. ©2010 J. Ottman Consulting, Inc.
    15. 15. High quality offerings expanding the market for green
    16. 16. … But Barriers to Green Purchasing Still Exist • • • • • • • • • • • •
    17. 17. How to Close the Gap?
    18. 18. Life CycleApproach
    19. 19. ©2010 J. Ottman Consulting, Inc.One Attribute Does Not A Green Product Make
    20. 20. ©2010 J. Ottman Consulting, Inc. The Product Life CycleRaw Materials Mfg/Prod’n Packaging Distribution Marketing In-Use After-Use Disposal
    21. 21. ©2010 J. Ottman Consulting, Inc. Life Cycle Approach NecessaryRaw Materials Mfg/Prod’n Packaging DistributionSust.- harvested Unbleached Recyclable Low Carbon Non-toxic Fair Trade Recycled Locally Sourced PVC-free Marketing In-Use After-Use Disposal Energy Efficient Recyclable Ethical Landfill-safe Low VOC Refillable Cause-related Compostable
    22. 22. Communications
    23. 23. Focus on Primary Benefitsto Underscore Value
    24. 24. Green Products Consistent with Better Quality of Life
    25. 25. Health is the Top Environmental Issue • • • • • • • • • • • •
    26. 26. ©2010 J. Ottman Consulting, Inc.
    27. 27. ©2010 J. Ottman Consulting, Inc.
    28. 28. ©2010 J. Ottman Consulting, Inc.
    29. 29. Credibility
    30. 30. Transparency
    31. 31. ©2010 J. Ottman Consulting, Inc.
    32. 32. Authenticity and Integrity
    33. 33. There’s No Small ChangeCampaign
    34. 34. There’s No SmallChange CampaignEmpowering tips forreducing one’s carbonfootprint, in line withcorporate track record.
    35. 35. •• There’s No Small Change••• Communications were• accompanied by• messages about the•• Bank’s track record.•••
    36. 36. There’s No Small ChangeCampaign Results: 103% of new account goal Higher deposit balances Increased cross-sell Increased online bill pay
    37. 37. ©2011 J. Ottman Consulting, Inc. PromoteResponsible Consumption (“Shared Responsibility”)
    38. 38. ©2010 J. Ottman Consulting, Inc. The Product Life CycleRaw Materials Mfg/Prod’n Packaging Distribution Marketing In-Use After-Use Disposal Consumer Consumer Consumer
    39. 39. ©2010 J. Ottman Consulting, Inc.
    40. 40. ©2010 J. Ottman Consulting, Inc.
    41. 41. Copyright © 2011, J. Ottman Consulting, Inc.••••••••••••
    42. 42. Make the Intangible Tangible • • • • • • • • • • • •
    43. 43. Questions
    44. 44. Let’s Talk Some More • • www.greenmarketing.com • • • Info @ greenmarketing dot com • • • @ jacquelynottman • • • T: 212 879 4160 •
    45. 45. • Copyright© 2012 by J. Ottman Consulting, Inc.• 315 East 69 Street, NY NY 10021 USA• Info @ greenmarketing dot com••• This presentation is the exclusive property of• J. Ottman Consulting, Inc. It may not be• reproduced or transmitted, or repurposed for•• any use, in whole or in part in any form without• prior written permission.•

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