Green marketing involves developing products and services that satisfy customer needs and wants without harming the environment. It provides business benefits like reducing activist pressure, attracting employees, improving community relations, enhancing brand image, and appealing to socially responsible investors. Companies should communicate their genuine environmental efforts and achievements through measurable projects in areas like energy, materials, land use, transportation, water, waste, and air quality using various media channels. However, misleading claims about a company's environmental practices or a product's green benefits are considered "greenwashing."

1. Conquer Green Marketing
Lori De La Cruz, ABC
Blue Marble Media, LLC

2. Green marketing involves developing and promoting
products and services that satisfy your customers’ wants
and needs for quality, performance, affordable pricing
and convenience without having a detrimental impact
on the environment.
Source: MIT Sloan Management Review: The Business of Sustainability, 2009.

3. The Business Case
•
Selection
•
Media
•
7 Sins of Greenwashing

4. The Business Case
• reduced pressure from activist
groups and the media,
• increased ability to attract and retain
high quality employees,
• improved community relations,
• enhanced brand image,
• stronger customer loyalty, and
• increased appeal to socially responsible
investors and portfolio managers.
Source: MIT Sloan Management Review: The Business of Sustainability, 2009.

5. Shout it out
If you’re doing ecological
good, tell all of your
stakeholders – current and
prospective.

6. What to tout?
Only tout those projects
that have been
meticulously measured.
Energy Conservation
Material Sourcing
Land Use
Transportation
Water Conservation
Solid Waste Reduction
Air Quality
Storm Water Impact

7. Media
Print
Electronic

8. Print

9. Electronic

10. 7 Sins of Greenwashing
Greenwash
The act of misleading
consumers regarding the
environmental practices of
a company or the
environmental benefits of a
product or service.

11. Sin of the
Hidden
Trade-off
Suggests that a product or
service is green based on an
unreasonably narrow set of
attributes without
attention to other
important environmental
issues.

12. Sin of
No Proof
An environmental claim
that cannot be
substantiated by easily
accessible supporting
information or by a reliable
third-party certification.

13. Sin of
Vagueness
A claim that is so poorly
defined or broad that its
real meaning is likely to be
misunderstood.

14. Sin of
Irrelevance
An environmental claim
that may be truthful by is
unimportant or unhelpful
for consumers seeking
green products or services.

15. Sin of
Lesser of
Two Evils
An environmental claim
that may be true but risks
distracting the consumer
from the greater
environmental impacts.

16. Sin of
Fibbing
Making environmental
claims that are simply false.

17. Sin of
Worshiping
False Labels
Through words or images,
gives the impression of
third-party endorsement
where no such
endorsement exists.

18. Thank You!
Lori De La Cruz, ABC
Blue Marble Media, LLC
817-233-4093
Lori@BlueMarbleMedia.net