Green Marketing
TRUTH
only the
Simone Lovati
www.simonelovati.com

MARKETING is too important to be left to the marketing function*
*David Packard co-foundator of Hewlett Packard

… let’s figure out when environment is involved!

Nowadays green marketing “exploits” a cloud…

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

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 demand

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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

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…

Green Push
Legislation
Fuel Prices
Down Turn Period
Energy Costs
Wellness
Social Effects
Cool Factor

Un-green Push
Comfort
Speed of life
Stress
Habits of life
Consumerism
Egocentrism
Uniformity of style

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

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 do!

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
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