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Green marketing


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Concise overview of green marketing pitfalls and guidelines for success.

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Green marketing

  1. 1. Green Marketing
  2. 2. What is Sustainability?Meeting present needs withoutcompromising the ability of futuregenerations to meet their own needs.Triple Bottom Line Social, Environmental, Economic People, Planet, Profits © 2010 Paydirt, LLC 2
  3. 3. Capitalizing on “Green”If you aren’t talking about it, how are you going to capitalize on it? © 2010 Paydirt, LLC 3
  4. 4. Charting a Course Overall business and branding strategy Do your customers care about environmental stewardship? Do your business partners care? Do your employees care? Industry trends Competitor trends Materiality © 2010 Paydirt, LLC 4
  5. 5. Take Inventory What are the sustainable aspects of your business? Operations Products and Supply Chain and Services Workplace © 2010 Paydirt, LLC 5
  6. 6. Transparency“Almost all companies are saying that they are environmentally- friendly, and it’s hard to know who’s telling the truth.” - Diane MacEachern, author of the Big Green Purse Combine story-telling with quantitative metrics Sustainability is a journey, not a destination Share the good with the not-so-good Third-party certifications © 2010 Paydirt, LLC 6
  7. 7. GreenwashingThe act of misleading customers regarding theenvironmental practices of a company or theenvironmental benefits of a product or service.– Definition from TerraChoice“Sins of Greenwashing”  No proof  Irrelevance  Lesser of two evils  Vagueness  Hidden trade-offs © 2010 Paydirt, LLC 7
  8. 8. Speak Their Language“Market research shows that women are more likely than men to choose brands that align with their values – even if it meanspaying a little bit more. Socially and environmentally responsible businesses that extend this halo effect through their marketing efforts to women stand to gain enormously.” - Lisa Witter, Fenton Chief Strategy Officer  Meaningful examples  Put things in relatable terms  Make it personal © 2010 Paydirt, LLC 8
  9. 9. Engage in a Dialogue Listen and act 75% of consumers want the opportunity to voice their Utilize social media opinion to a company about its social/environmental practices and products. Invite participation – - Cone 2010 Shared customers, vendors Responsibility Study and employees © 2010 Paydirt, LLC 9
  10. 10. For More Information: 612.840.5673