Green Marketing



       TRUTH
only the




             Simone Lovati
           www.simonelovati.com
MARKETING is too important to be left to the marketing function*




                                                     ...
… let’s figure out when environment is involved!
Nowadays green marketing “exploits” a cloud…
Pollution
     Eco-compatibility
                         Social responsability
            Waste reduction      organic
 ...
Marketing was...
Think how to make more consumptions
and will be green
… when we will think how to consume less!
It’s not easy beeing Green!
That’s why today brands don’t communicate just products…
they try to   inform consumers about
                   environmental problems




                 in order to force the ...
!quot;###$quot;%&#'#($quot;)*(+,#+$,,&*-./#,*012341*-*
                                             5   >   ?   5>   >?   ...
the 5 BARRIERS TO BUY GREEN
                                         according to Mckinsey*


    1
        Knowledge, we ...
the 5 GREEN MARKETING TRUTHS
                                         according to myself ;)


    1
        Lack of focus...
Green Push
      Legislation


     Fuel Prices



Down Turn Period



   Energy Costs



        Wellness



   Social Ef...
Un-green Push
            Comfort



            Speed of life



            Stress



            Habits of life



    ...
Legislation
                    ?   Comfort


     Fuel Prices        Speed of life


Down Turn Period        Stress


   ...
5 ways to be honest...
           with green marketing
1
Think of the real product benefits in a short period
2
         If you’re not a top brand
avoid to educate people on environment




                      ...Don’t speak… just...
Bet on transparency




       3
Don’t hide your un-green side
KEEP IT SIMPLE
                                                4

… try not to make noise, be simple and direct
Do not apply premium price
    for your green choices




          5

  €++
SAVE THE PLANET
BE GREEN! ;-)
Produced by SIMONE LOVATI

                      www.simonelovati.com


             ADVBOUCLE & PARTNERS
                ...
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Green Marketing...only The Truth

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the 5 GREEN MARKETING TRUTHS

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Green Marketing...only The Truth

  1. 1. Green Marketing TRUTH only the Simone Lovati www.simonelovati.com
  2. 2. MARKETING is too important to be left to the marketing function* *David Packard co-foundator of Hewlett Packard
  3. 3. … let’s figure out when environment is involved!
  4. 4. Nowadays green marketing “exploits” a cloud…
  5. 5. Pollution Eco-compatibility Social responsability Waste reduction organic Insulation Global warming Green brand Recycling Less Energy efficiency consumptions Environmental Gas reduction Bio-fuel Kyoto Eco-sustainability Recycling Eco-friendly Climate changes Clean Development Mechanism
  6. 6. Marketing was... Think how to make more consumptions
  7. 7. and will be green … when we will think how to consume less!
  8. 8. It’s not easy beeing Green!
  9. 9. That’s why today brands don’t communicate just products…
  10. 10. they try to inform consumers about environmental problems in order to force the demand
  11. 11. !quot;###$quot;%&#'#($quot;)*(+,#+$,,&*-./#,*012341*-* 5 > ? 5> >? 5? 5>? @ SE IN ESTATE TI ABITUI A UTILIZZARE IL CONDIZIONATORE 1 ORA IN MENO AL GIORNO, PUOI RISPARMIARE 60 EURO A L L’A N N O . E S E G U E N D O I 24 CONSIGLI DI ENI PUOI DIMINUIRE FIN O AL 30% IL COSTO DELL’ENERGIA NELLA TUA FAMIGLIA RISPARMIANDO FINO A 1600 EURO ALL’ANNO. 567683*96:;6<3=3
  12. 12. the 5 BARRIERS TO BUY GREEN according to Mckinsey* 1 Knowledge, we often don’t know about a green option Negative perception of quality and performances of what is 2 green compared to “traditional” products 3 Mistrust towards the trend according to which everything ends up by being green… ( it’s just perceived as green washing) 4 High prices 5 Reduced availability of real “green” products * Source: “Helping ‘green’ products grow” McKinsey Quarterly October 2008
  13. 13. the 5 GREEN MARKETING TRUTHS according to myself ;) 1 Lack of focus on product, they ride the trend without believing in it and without dealing with core processes Green for green strategy, green as an end in itself. 2 It doesn’t work so much, there must be a real advantage for consumers for a short/medium period. 3 Pre-planned green noise there’s always a deep discussion about all those things that, at the end, everything appears not much clear, not much usable (and quite forced) 4 Premium Prices by choice Searching for a high positioning. Luxury for an elite 5 We should start at grassroots, otherwise it doesn’t make any sense. If we really want to do something for the environment, everybody should be involved…
  14. 14. Green Push Legislation Fuel Prices Down Turn Period Energy Costs Wellness Social Effects Cool Factor
  15. 15. Un-green Push Comfort Speed of life Stress Habits of life Consumerism Egocentrism Uniformity of style
  16. 16. Legislation ? Comfort Fuel Prices Speed of life Down Turn Period Stress Energy Costs Habits of life Wellness Consumerism Social Effects Egocentrism Cool Factor Uniformity of style
  17. 17. 5 ways to be honest... with green marketing
  18. 18. 1 Think of the real product benefits in a short period
  19. 19. 2 If you’re not a top brand avoid to educate people on environment ...Don’t speak… just do!
  20. 20. Bet on transparency 3 Don’t hide your un-green side
  21. 21. KEEP IT SIMPLE 4 … try not to make noise, be simple and direct
  22. 22. Do not apply premium price for your green choices 5 €++
  23. 23. SAVE THE PLANET
  24. 24. BE GREEN! ;-)
  25. 25. Produced by SIMONE LOVATI www.simonelovati.com ADVBOUCLE & PARTNERS www.advboucle.com marketing & business development consultants Copyright © 2008 ADVBOUCLE & PARTNERS No part of the presentation may be publshed, sold or otherwise used for profits without the written permission of the author

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