Sustainable Marketing is the Future
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Profiting from the New Rules of Green Marketing
- 1. The Green Business Network™ The Green Business Network is a vibrant community of over 3,000 businesses committed to creating a better world. Our mission is to help businesses everywhere become more successful and grow a green economy that is good for people and the planet. www.greenbusinessnetwork.org The 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. The Green Business Network™ We have been building a green economy for three decades. Join us in celebrating: 30th anniversary of Green America 20th anniversary of the National Green Pages® 11th anniversary of Green Festivals® Questions Melanie Marine mmarine@greenamerica.org 202.872.5330
- 3. The Green Business Network™ We help green businesses across the country to Connect. Market. Grow.
- 4. Introducing Jacquie Ottman Founder and Principal, J. Ottman Consulting, Inc. Author, The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding GreenMarketing.com
- 5. 20 New Rules of Green Marketing in 30 Minutes— With Plenty of Time for Questions . • • • • • • Presented to • • Green America • • by Jacquelyn A. Ottman • September 13, 2012 •
- 6. Hello • • Introduction • • Highlights of 20 New Rules • • Your Questions • • My Best Answers • • • •
- 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. J. Ottman Consulting’s Clients
- 9. J. Ottman Consulting’s U.S. Government Clients
- 10. 20 New Rules Highlights
- 11. Market
- 12. 83% of US Adults are “Green” LOHAS: 36 million US adults • • • • • • • • • • • •
- 13. $290 Billion U.S. Market for Green Consumer 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. ©2010 J. Ottman Consulting, Inc.
- 15. High quality offerings expanding the market for green
- 16. … But Barriers to Green Purchasing Still Exist • • • • • • • • • • • •
- 17. How to Close the Gap?
- 18. Life Cycle Approach
- 19. ©2010 J. Ottman Consulting, Inc. One Attribute Does Not A Green Product Make
- 20. ©2010 J. Ottman Consulting, Inc. The Product Life Cycle Raw Materials Mfg/Prod’n Packaging Distribution Marketing In-Use After-Use Disposal
- 21. ©2010 J. Ottman Consulting, Inc. Life Cycle Approach Necessary Raw Materials Mfg/Prod’n Packaging Distribution Sust.- 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. Communications
- 23. Focus on Primary Benefits to Underscore Value
- 24. Green Products Consistent with Better Quality of Life
- 25. Health is the Top Environmental Issue • • • • • • • • • • • •
- 26. ©2010 J. Ottman Consulting, Inc.
- 27. ©2010 J. Ottman Consulting, Inc.
- 28. ©2010 J. Ottman Consulting, Inc.
- 29. Credibility
- 30. Transparency
- 31. ©2010 J. Ottman Consulting, Inc.
- 32. Authenticity and Integrity
- 33. There’s No Small Change Campaign
- 34. There’s No Small Change Campaign Empowering tips for reducing one’s carbon footprint, in line with corporate track record.
- 35. • • There’s No Small Change • • • Communications were • accompanied by • messages about the • • Bank’s track record. • • •
- 36. There’s No Small Change Campaign Results: 103% of new account goal Higher deposit balances Increased cross-sell Increased online bill pay
- 37. ©2011 J. Ottman Consulting, Inc. Promote Responsible Consumption (“Shared Responsibility”)
- 38. ©2010 J. Ottman Consulting, Inc. The Product Life Cycle Raw Materials Mfg/Prod’n Packaging Distribution Marketing In-Use After-Use Disposal Consumer Consumer Consumer
- 39. ©2010 J. Ottman Consulting, Inc.
- 40. ©2010 J. Ottman Consulting, Inc.
- 41. Copyright © 2011, J. Ottman Consulting, Inc. • • • • • • • • • • • •
- 42. Make the Intangible Tangible • • • • • • • • • • • •
- 43. Questions
- 44. Let’s Talk Some More • • www.greenmarketing.com • • • Info @ greenmarketing dot com • • • @ jacquelynottman • • • T: 212 879 4160 •
- 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. •
