Uploaded bySimone Lovati
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Green Marketing...only The Truth
This document discusses green marketing strategies and challenges. It outlines some of the key barriers to buying green products, including lack of knowledge about green options, perceptions about lower quality or performance, mistrust of "greenwashing", higher prices, and limited availability of truly green products. It also provides five truths about green marketing, such as a lack of focus on the product benefits and a tendency to rely on green positioning as the main strategy. Finally, it offers five ways to be honest in green marketing, like focusing on short-term benefits, avoiding presenting oneself as an educator if not a top brand, emphasizing transparency, keeping messaging simple and direct, and avoiding premium pricing for green options.
