GREEN MARKETING:THINK BEFORE YOU ACTA Primer for Businesses Ready to ShareTheir Sustainability StorySSC White Paper
“Green Marketing: Think Beforeyou Act” White PaperThis complimentary paper provides a briefbackground on green marketing a...
“Green Marketing: Think Beforeyou Act” White PaperA discussion of positioning also lays thegroundwork for a proposed analy...
“Green Marketing: Think Beforeyou Act” White PaperThe white paper provides information on:        Green Marketing       ...
A Little Context
A Little Context According to the Environmental Protection Agency, sustainability is, “policies and strategies that meet s...
A Little Context Executives have recognized that sustainability is now a mainstream business concept. As such, it frequent...
A Little Context Green marketing is the bridge between an organization’s sustainability efforts and its suppliers, custome...
Green Marketing & Greenwashing
Green Marketing &GreenwashingGreen marketing (the marketingof an organization, product, orservice based on environmentalat...
Green Marketing &GreenwashingGreenwashing claims are largely due to misleading or deceptivegreen marketing and can have se...
Green Marketing &GreenwashingCompanies engaged in green marketing should structure theirefforts to minimize greenwashing r...
Green Marketing &GreenwashingCompanies selecting astandard orcertification as part ofgreen marketingefforts or asustainabi...
Green Marketing &GreenwashingRegardless of whether a company uses a sustainability standardor certification, it will benef...
Green Marketing &GreenwashingA company can then identify itself as an industry-leader,industry-competent, or industry-basi...
Green Marketing &GreenwashingFollowing this self-evaluation,a company will also be able toposition itself to use the moste...
Green Marketing &GreenwashingCompanies thatprudently plan,intelligently positionthemselves, andcarefully select greenmarke...
Conclusions
ConclusionsThe sustainability movement may ebb and flow, but it is here to stay.Each company, regardless of its industry, ...
ConclusionsMany companies might find the frameworks in this paperhelpful as they formulate green marketing plans. Thesecom...
ConclusionsSome companies will determinethat qualifying for a certaincertification or complying withcertain standards shou...
Download the complimentary white paper in it’sentirety by visiting the SSC website today:Green Marketing: Think Before You...
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Green Marketing: Think Before You Act

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http://www.sustainabilityconsulting.com/extra-resources/green-marketing-think-before-you-act-1.html This paper provides a brief background on green marketing and the associated risks of greenwashing. It describes the important role of standards and certifications in green marketing, offers an analytical framework to help businesses choose among them, and explores the other green marketing tools as they are most appropriate for each company. A discussion of positioning also lays the groundwork for a proposed analytical framework to use when approaching green marketing communications as well as some of the less obvious challenges posed by green marketing communications, such as certain risks of disclosure. This paper will help you identify an appropriate green marketing strategy, as a high level overview, and how to position your company to use the larger array of green marketing tools while minimizing the risk of greenwashing.

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Green Marketing: Think Before You Act

  1. 1. GREEN MARKETING:THINK BEFORE YOU ACTA Primer for Businesses Ready to ShareTheir Sustainability StorySSC White Paper
  2. 2. “Green Marketing: Think Beforeyou Act” White PaperThis complimentary paper provides a briefbackground on green marketing and theassociated risks of greenwashing. Itdescribes the important role of standardsand certifications in green marketing,offers an analytical framework to helpbusinesses choose among them, andexplores the other green marketing toolsas they are most appropriate for eachcompany. www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  3. 3. “Green Marketing: Think Beforeyou Act” White PaperA discussion of positioning also lays thegroundwork for a proposed analyticalframework to use when approaching greenmarketing communications as well as someof the less obvious challenges posed bygreen marketing communications, such ascertain risks of disclosure.This paper will help you identify anappropriate green marketing strategy, as ahigh level overview, and how to positionyour company to use the larger array ofgreen marketing tools while minimizing therisk of greenwashing. www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  4. 4. “Green Marketing: Think Beforeyou Act” White PaperThe white paper provides information on:  Green Marketing  Greenwashing and Greenwashing Consequences  Reporting Standards, Certifications, and Labels  Useful Green Marketing Tools , Definitions and Benefits  Establishing Credibility, Applicability, and Feasibility  Green Marketing Positioning and Implementation Tools  Defining Policy, Programs, and Performance  Implementing Green Marketing Communications  Special Concerns in Green Marketing CommunicationsGet this white paper for free www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  5. 5. A Little Context
  6. 6. A Little Context According to the Environmental Protection Agency, sustainability is, “policies and strategies that meet society’s present needs without compromising the ability of future generations to meet their own needs.” The social, environmental, and economic benefits of a “sustainable” approach to business have been well- documented; increasingly, these play an important role in influencing business decisions. www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  7. 7. A Little Context Executives have recognized that sustainability is now a mainstream business concept. As such, it frequently finds a place in company business models and it plays a role in shaping their larger business strategies. Often, the effective communication of sustainability efforts via “green marketing” is a cornerstone of these strategies. www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  8. 8. A Little Context Green marketing is the bridge between an organization’s sustainability efforts and its suppliers, customers, and consumers; it is also an important means of improving relations with non-governmental organizations and regulatory bodies. Green marketing can be a valuable business tool, but like many tools, it may require adjustments to best fit a given situation. In order to make these adjustments, one must first understand more about what green marketing really is and what risks it might entail. www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  9. 9. Green Marketing & Greenwashing
  10. 10. Green Marketing &GreenwashingGreen marketing (the marketingof an organization, product, orservice based on environmentalattributes) can be an importantcomponent of companysustainability strategies andgeneral business operations.However, if they are not designedproperly, a company’ssustainability efforts and greenmarketing campaigns might betainted by greenwashingallegations. www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  11. 11. Green Marketing &GreenwashingGreenwashing claims are largely due to misleading or deceptivegreen marketing and can have several negative impacts thatcould include damaging reputation, relationships and,organizational behavior while also violating laws andregulations. www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  12. 12. Green Marketing &GreenwashingCompanies engaged in green marketing should structure theirefforts to minimize greenwashing risks. Some companies willdo this by selecting various standards and certifications andcomplying with their requirements. For consumers, these standards and certifications often evidence objectivity and predictability. For the company itself, standards and certifications offer a framework to measure their sustainability efforts, guidelines toward improvement, methodology and a mechanism to communicate sustainability efforts. www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  13. 13. Green Marketing &GreenwashingCompanies selecting astandard orcertification as part ofgreen marketingefforts or asustainability strategyshould evaluate theirchoices based oncredibility,applicability, andfeasibility. www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  14. 14. Green Marketing &GreenwashingRegardless of whether a company uses a sustainability standardor certification, it will benefit from self-evaluation beforeengaging in green marketing.This self-evaluation should involve an analysis of a company’ssustainability policies, programs and performance, otherinternal sustainability characteristics, and externalsustainability influences. www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  15. 15. Green Marketing &GreenwashingA company can then identify itself as an industry-leader,industry-competent, or industry-basic company. www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  16. 16. Green Marketing &GreenwashingFollowing this self-evaluation,a company will also be able toposition itself to use the mosteffective and least risky arrayof green marketingimplementation tools. Thesetools range from standardsand certifications totraditional media and socialmedia. www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  17. 17. Green Marketing &GreenwashingCompanies thatprudently plan,intelligently positionthemselves, andcarefully select greenmarketing tools willbe able to implementmore effective greenmarketing, with lessrisk ofgreenwashing. www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  18. 18. Conclusions
  19. 19. ConclusionsThe sustainability movement may ebb and flow, but it is here to stay.Each company, regardless of its industry, should consider integratingsustainability into its business strategy. Those that do will seekrecognition of their efforts.These companies should considergreen marketing, keeping in mindthat green marketing is not a cure-all for boosting sales. Companiesshould remember that there is nouniversal green marketingstrategy. At all times, companiesengaged in green marketingshould structure their efforts tominimize greenwashing risks. www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  20. 20. ConclusionsMany companies might find the frameworks in this paperhelpful as they formulate green marketing plans. Thesecompanies will analyze their internal sustainabilitycharacteristics and external sustainability influences andidentify themselves as industry-leaders, industry-competent,or industry-basic companies.This self-evaluation will, in turn, assist them in identifying themost appropriate tools for implementing green marketing. www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  21. 21. ConclusionsSome companies will determinethat qualifying for a certaincertification or complying withcertain standards should be part oftheir plan. These companiesshould consider the credibility,applicability, and feasibilityselection framework discussed inthis paper when they make theirdecisions. Green marketing is notoverly complicated or risky for thecompanies that give it theattention it deserves early on inthe planning stages. www.sustainabilityconsulting.com Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.
  22. 22. Download the complimentary white paper in it’sentirety by visiting the SSC website today:Green Marketing: Think Before You ActWhat are your thoughts? Join theconversation on twitter @jenniferwoofter!

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