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Strategies for
Marketing Your
Natural Product with
Credibility and Impact
Presented to a
Multinational Personal Care Products
Company by
Jacquelyn A. Ottman
August 10, 2016
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Jacquelyn Ottman
Founder, Principal, J. Ottman Consulting
Author, The New Rules of Green Marketing
How to Make Credible Green Marketing
Claims
Honorary Founding Co-chair, Sustainable
Brands
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Corporate Clients
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Government Clients
What does a resource-efficient
lifestyle that people would like to live
look like?
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Challenges of Communicating ‘Green’
What is‘Natural’ ?
Four Strategies for Success
Path Forward
Challenges of 

Green Marketing
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Issues are complex
Green Marketing Challenges
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Consumers not educated about
environmental issues; are confused about
green claims.
Consumer takeaway determines
what’s misleading
Green Marketing Challenges
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FTC Research: 

Consumers confuse

“Renewable” with

“Recycled”, “Recyclable”
and “Biodegradable” 

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High degree of skepticism re: business
and environment. Greenwash claims
rampant. FTC bringing cases.
78% of consumers will boycott
Green Marketing
Challenges
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Green is fast moving; regulators can’t keep
up.
Some terms may never be defined by gov’t,
e.g., sustainable, natural
Green Marketing Challenges
What is Natural?
Strategies for Marketing Your Natural Product with Credibility and Impact
Natural
‘Existing in nature and not made or
caused by people.’
‘Not having any extra substances or
chemicals added.’
‘Not processed with
chemicals.’ - Dictionary
FTC: Not defined. (Defined by FDA
and USDA)
“Need to substantiate”


‘Biodegradable’

‘Compostable’
‘Renewable’

‘Biobased’

are not necessarily 

‘Natural’
Biodegradable
‘Will break down and
return to nature within a
reasonably short period
of time after customary
disposal (in sewage
system, etc.)’ - FTC
(Landfills, incinerators, recycling
facilities not designed to promote
biodegradability.)
Compostable
It will degrade in
backyard composter, or
qualify otherwise -FTC
% < 62,000 year old carbon
content (plant, animal, fish)
Coke’s biobased ‘Plant
Bottle’ is made from ‘up to
30%’ plants. It is recyclable,
not compostable (or ‘natural’)
Biobased
http://tide.com/en-us/about-tide/tide-
purclean/a-step-in-right-direction
Capable of being replaced by
natural ecological cycles or
sound management practices.
FTC: What material used; Why
renewable (normally within 1
– 10 years).
Renewable
Sustainably-sourced?
Made with natural cucumber extract?
Smells like freshly cut basil?
Strategies for Success
Strategies for Success
Attitude
Strategies for Success
Holistic
Equate #Susty With
Better Life
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Focus on Consumer Benefits
Strategies for Marketing Your Natural Product with Credibility and Impact
Strategies for Marketing Your Natural Product with Credibility and Impact
Strategies for Marketing Your Natural Product with Credibility and Impact
Strategies for Marketing Your Natural Product with Credibility and Impact
Strategies for Marketing Your Natural Product with Credibility and Impact
Life Cycle Approach
Life Cycle Approach
Raw Materials
Sust.- harvested
PVC-free
Mfg/Prod’n
Unbleached
Fair Trade
Packaging
Recyclable
Recycled
Distribution
Low Carbon
Locally Sourced
Marketing
Ethical
Cause-related
In-Use
Water Efficient
Energy Efficient
After-Use
Recyclable
Refillable
Disposal
Landfill-safe
Compostable
©2010 J. Ottman Consulting, Inc.
Corporate
Socially and Environmentally
Responsible
Life Cycle Approach
Raw Materials
Sust.- harvested
PVC-free
Mfg/Prod’n
Unbleached
Fair Trade
Packaging
Recyclable
Recycled
Distribution
Low Carbon
Locally Sourced
Marketing
Ethical
Cause-related
In-Use
Water Efficient
Energy Efficient
After-Use
Recyclable
Refillable
Disposal
Landfill-safe
Compostable
©2010 J. Ottman Consulting, Inc.
Corporate
Socially and Environmentally
Responsible
Strategies for Marketing Your Natural Product with Credibility and Impact
Life Cycle Approach
Be Transparent
Strategies for Marketing Your Natural Product with Credibility and Impact
©2010 J. Ottman Consulting, Inc.
https://www.youtube.com/
watch?v=54rW3Qbl_zc
Eco-Labels Address All
Phases of Product Lifecycle
Materials/
Ingredients
Mfg/Prod’n Packaging Distribution
Marketing In-Use After-Use
Manufacturer
Disposal
©2010 J. Ottman Consulting, Inc.
Strategies for Marketing Your Natural Product with Credibility and Impact
©2010 J. Ottman Consulting, Inc.
Encourage Responsible
Behavior
Raw Materials Mfg/Prod’n Packaging Distribution
Marketing In-Use After-Use Disposal
Consumer ConsumerConsumer
Strategies for Marketing Your Natural Product with Credibility and Impact
Strategies for Marketing Your Natural Product with Credibility and Impact
Strategies for Marketing Your Natural Product with Credibility and Impact
Strategies for Marketing Your Natural Product with Credibility and Impact
‘Naturally Derived’

is OK! … Integrate
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Engage and Empower
Empowers consumers to
join a virtual community
and “fight dirty corporate
practices.”
People Against Dirty
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Strategies for Marketing Your Natural Product with Credibility and Impact
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©2003 J. Ottman Consulting, Inc.
https://www.youtube.com/watch?
v=08qmB-ysqAQ
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https://www.youtube.com/watch?
v=08qmB-ysqAQ
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©2003 J. Ottman Consulting, Inc.
Strategies for Marketing Your Natural Product with Credibility and Impact
Strategies for Marketing Your Natural Product with Credibility and Impact
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Lead the Market

Decide How You Want to
Be Judged: 

Offer New Metrics
New Sustainability Metrics
TODAY
% Natural
% Recycled, Recyclable
Product/Package
New Metrics for Sustainabiity
TOMORROW
%‘Water-free’
Minimal dosage (Lather/ Rinse)
Last longer between washings
% Use-up rate
% Refillable, reusable packaging
New Sustainability Metrics?
# Women and Girls Empowered
# Healthy Births
# College Grads
# Prisoners prevented
# Species Saved
# Rivers kept clean
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What You Can’t Measure
How women feel when they are empowered
How it feels to give birth to a healthy child
How it feels to be the first college grad in your
family
How it feels to take a cold shower on a hot day
How it feels to have saved a species
How it feels to know that you’ve helped keep
your water clean, your air pure
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Are You Ready to Lead?
Let’s Talk
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Let’s Talk Some More
www.greenmarketing.com
Info @ greenmarketing.com
WeHateToWaste.com
@jacquelynottman
T: 212 879 4160
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Copyright© 2016 by J. Ottman Consulting, Inc.
315 East 69 Street, NY NY 10021 USA
info@greenmarketing.com
Portions of this presentation are the exclusive
property of J. Ottman Consulting, Inc. They 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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