Green marketing expert Jacquie Ottman talks greenwashing and how to avoid it by going throughout the FTC Green Guides and giving advice on what to say and do when promoting your environmentally sound initiatives.
Household Cleaning TrendTracker 2014 focuses on changes in the household cleaning habits and practices of Americans that are having – and will continue to have -- a profound impact on the housewares industry. Published by A.J. Riedel, Sr. Partner of Riedel Marketing Group. A.J. has been tracking the trends that impact the housewares industry for more than a decade.
Moving Sustainability Forward: A Road Map for Consumer MarketsJacquelyn Ottman
J. Ottman Consulting Green Paper: Strategies, Tools, and Inspiration for Sustainable Brands Moving Sustainability Forward A Road Map for Consumer Marketers
Household Cleaning TrendTracker 2014 focuses on changes in the household cleaning habits and practices of Americans that are having – and will continue to have -- a profound impact on the housewares industry. Published by A.J. Riedel, Sr. Partner of Riedel Marketing Group. A.J. has been tracking the trends that impact the housewares industry for more than a decade.
Moving Sustainability Forward: A Road Map for Consumer MarketsJacquelyn Ottman
J. Ottman Consulting Green Paper: Strategies, Tools, and Inspiration for Sustainable Brands Moving Sustainability Forward A Road Map for Consumer Marketers
The strategies for effectively engaging with consumers on sustainability are ever evolving. This highly interactive, practical workshop is designed to help forward-thinking brand and marketing pros develop customized strategies to profitably address the sustainability needs of today's — and tomorrow's —consumers. Participants will first learn the timeless guidelines for eco-design, eco-innovation, and communicating with credibility and impact described and illustrated by example after example in Jacquie Ottman's award-winning book, "The New Rules of Green Marketing."
Then, they will be brought up to speed on the newest rules of green marketing. Jacquie will help participants understand the implications of the latest FTC Guidelines for Environmental Marketing for their own businesses. She will underscore opportunities to integrate one's brand into the leaner 'no-waste' lifestyle that's now emerging as a result of projected constraints on natural resources in the years ahead. For the first time ever with the Sustainable Brands community, she will share eight strategies for preventing household waste and preserving natural resources culled from her groundbreaking WeHateToWaste.com global community of influential consumers and brands joined together to explore ways to help all consumers live well and without waste.
The roots of ecolabelling are found in the growing global concern for environmental protection on the part of governments, businesses and the public. As businesses have come to recognize that environmental concerns may be translated into a market advantage for certain products and services, various environmental declarations, claims and labels have emerged, such as natural, recyclable, eco-friendly, low energy, recycled content, etc.
Governmental, industry, NGO, investor and consumer efforts and awareness will serve as 5 key driving forces of sustainability in the months and years ahead.
NTRODUCTION TO COMPOSTABLE INDUSTRY
We are committed to compostable plastic products, provide manufacturers and consumers with the plastics they want and need, but created using environmently friendly, biodegradable raw material that can be safely composted to nourish the earth.
The conventional backyard compost pile or bin that can efficiently handle small amount of waste materials from lawns, gardens and kitchen there are industrial composting facilities designed to effectively process larges volumes of municipal and commercial waste.
MARKET POTENTIAL
Where other products needs industrial composting facility but BIOGREEN products Can be in composted back yard of your home compare to others .
Can be manufacture below five microns .so, that price can be match to plastic products.
BIOGREEN products can be produce in large scale meeting the demand of plastic.
20 microns of BIOGREEN bags can give the same strength of 50 microns plastic bags .
All BIOGREEN products are approved and recommended by “CPCB” as a best alternative for plastic products.
Using BIOGREEN PALLETS we can be manufactured with wide range of product line such as carry bags , garbage bags , spoons ,straws ,plates any single use plastic products.
GOVERNMENT SUPPORT AND COMPLIANCE
Before starting plant
GST
Concent to establish
Concent to operate
Cipt testing
Applying for CPCB lisence
Government support
MSME 20% less on testing
8 MILLION TONS OF PLASTIC ARE DUMPED INTO OUR OC
Plastic microbeads are estimated to be one million times more toxic than the seawater around it.
By 2024 the number of plastics in the sea will be higher than the number of fish.
On UK beaches there are 5000 pieces of plastic & 150 plastic bottles for each mile.
EFFECTS OF PLASTIC ON EARTH
Besides the fact that they are polluting the enviroment, plastic bags are always contamined with dangerous bacterias that may make you sick.
“Reusable bags are often full of dangerous bacteria's like Salmonella.
50% of the bags tested by researchers were contemned with bacteria's. Looks like reusable bags are the perfect place to develop microorganisms, as they are always full of food and rarely washed.
The bacteria's that may be developed by the bags are a bigger threat to young children than adults because they are more vulnerable.
WHAT ABOUT PAPER BAGS? “PAPER OR PLASTIC”
High energy from production, use, and disposal
High water, atmospheric emissions
High cost and solid waste
Paper uses 14 million trees annually.
Paper must be turned to pulp when recycled, creating cardboard, not more paper bags.
Paper doesn’t break down completely in landfills without light and Oxygen.
WHAT ARE BIOPOLYMERS?
Biopolymers are long chain compounds made up of long chain molecule subunits. e.g.: starch, cellulose, etc.
These are biodegradable, Ecofriendly and are obtained from natural sources.
Biodegradable Material are left to itself will be decomposed by natural processes ( microorganisms).
Biogreen Projects Pvt Ltd is an emerging company in the Bio Fuel sector in West Bengal. We are here for the creation of a sustainable and cleaner tomorrow. Our technological expertise and extensive experience give us the capacity to serve clients across a range of Industrial and Commercial sectors. Our goal is to supply the best quality Biodiesel, also known as B100. Our aim is to serve best in the market and services to our valued customers, satisfying their business needs.
Bio-green is here to help build a more sustainable and clean future. We are able to assist clients in a variety of Industrial and Commercial industries thanks to our advanced technology and wealth of experience.
As part of our eco-island series, Maureen Wilson of red Ballon Marketing, discusses how environmental issues are affecting businesses behaviour and attitude
Presentation on Green Marketing and eco-friendly products|Can marketing reall...Kartik Mehta
Purpose
– The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available.
Design/methodology/approach
– This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis.
Findings
– The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental‐friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco‐labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius.
Practical implications
– The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers.
Originality/value
– Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.
Making Hay from Waste: Up-to-date Insights on Reclaiming Waste ProfitablySustainable Brands
What are the crucial features of a waste reclamation program that make it profitable? What metrics are emerging around waste recovery to demonstrate value to business and appreciation of customers? What are the biggest challenges in terms of establishing new marketplaces?
The strategies for effectively engaging with consumers on sustainability are ever evolving. This highly interactive, practical workshop is designed to help forward-thinking brand and marketing pros develop customized strategies to profitably address the sustainability needs of today's — and tomorrow's —consumers. Participants will first learn the timeless guidelines for eco-design, eco-innovation, and communicating with credibility and impact described and illustrated by example after example in Jacquie Ottman's award-winning book, "The New Rules of Green Marketing."
Then, they will be brought up to speed on the newest rules of green marketing. Jacquie will help participants understand the implications of the latest FTC Guidelines for Environmental Marketing for their own businesses. She will underscore opportunities to integrate one's brand into the leaner 'no-waste' lifestyle that's now emerging as a result of projected constraints on natural resources in the years ahead. For the first time ever with the Sustainable Brands community, she will share eight strategies for preventing household waste and preserving natural resources culled from her groundbreaking WeHateToWaste.com global community of influential consumers and brands joined together to explore ways to help all consumers live well and without waste.
The roots of ecolabelling are found in the growing global concern for environmental protection on the part of governments, businesses and the public. As businesses have come to recognize that environmental concerns may be translated into a market advantage for certain products and services, various environmental declarations, claims and labels have emerged, such as natural, recyclable, eco-friendly, low energy, recycled content, etc.
Governmental, industry, NGO, investor and consumer efforts and awareness will serve as 5 key driving forces of sustainability in the months and years ahead.
NTRODUCTION TO COMPOSTABLE INDUSTRY
We are committed to compostable plastic products, provide manufacturers and consumers with the plastics they want and need, but created using environmently friendly, biodegradable raw material that can be safely composted to nourish the earth.
The conventional backyard compost pile or bin that can efficiently handle small amount of waste materials from lawns, gardens and kitchen there are industrial composting facilities designed to effectively process larges volumes of municipal and commercial waste.
MARKET POTENTIAL
Where other products needs industrial composting facility but BIOGREEN products Can be in composted back yard of your home compare to others .
Can be manufacture below five microns .so, that price can be match to plastic products.
BIOGREEN products can be produce in large scale meeting the demand of plastic.
20 microns of BIOGREEN bags can give the same strength of 50 microns plastic bags .
All BIOGREEN products are approved and recommended by “CPCB” as a best alternative for plastic products.
Using BIOGREEN PALLETS we can be manufactured with wide range of product line such as carry bags , garbage bags , spoons ,straws ,plates any single use plastic products.
GOVERNMENT SUPPORT AND COMPLIANCE
Before starting plant
GST
Concent to establish
Concent to operate
Cipt testing
Applying for CPCB lisence
Government support
MSME 20% less on testing
8 MILLION TONS OF PLASTIC ARE DUMPED INTO OUR OC
Plastic microbeads are estimated to be one million times more toxic than the seawater around it.
By 2024 the number of plastics in the sea will be higher than the number of fish.
On UK beaches there are 5000 pieces of plastic & 150 plastic bottles for each mile.
EFFECTS OF PLASTIC ON EARTH
Besides the fact that they are polluting the enviroment, plastic bags are always contamined with dangerous bacterias that may make you sick.
“Reusable bags are often full of dangerous bacteria's like Salmonella.
50% of the bags tested by researchers were contemned with bacteria's. Looks like reusable bags are the perfect place to develop microorganisms, as they are always full of food and rarely washed.
The bacteria's that may be developed by the bags are a bigger threat to young children than adults because they are more vulnerable.
WHAT ABOUT PAPER BAGS? “PAPER OR PLASTIC”
High energy from production, use, and disposal
High water, atmospheric emissions
High cost and solid waste
Paper uses 14 million trees annually.
Paper must be turned to pulp when recycled, creating cardboard, not more paper bags.
Paper doesn’t break down completely in landfills without light and Oxygen.
WHAT ARE BIOPOLYMERS?
Biopolymers are long chain compounds made up of long chain molecule subunits. e.g.: starch, cellulose, etc.
These are biodegradable, Ecofriendly and are obtained from natural sources.
Biodegradable Material are left to itself will be decomposed by natural processes ( microorganisms).
Biogreen Projects Pvt Ltd is an emerging company in the Bio Fuel sector in West Bengal. We are here for the creation of a sustainable and cleaner tomorrow. Our technological expertise and extensive experience give us the capacity to serve clients across a range of Industrial and Commercial sectors. Our goal is to supply the best quality Biodiesel, also known as B100. Our aim is to serve best in the market and services to our valued customers, satisfying their business needs.
Bio-green is here to help build a more sustainable and clean future. We are able to assist clients in a variety of Industrial and Commercial industries thanks to our advanced technology and wealth of experience.
As part of our eco-island series, Maureen Wilson of red Ballon Marketing, discusses how environmental issues are affecting businesses behaviour and attitude
Presentation on Green Marketing and eco-friendly products|Can marketing reall...Kartik Mehta
Purpose
– The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available.
Design/methodology/approach
– This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis.
Findings
– The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental‐friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco‐labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius.
Practical implications
– The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers.
Originality/value
– Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.
Making Hay from Waste: Up-to-date Insights on Reclaiming Waste ProfitablySustainable Brands
What are the crucial features of a waste reclamation program that make it profitable? What metrics are emerging around waste recovery to demonstrate value to business and appreciation of customers? What are the biggest challenges in terms of establishing new marketplaces?
Presented by Stephen Cribbet and Nigel Roth, Further
People are more concerned about the future survival of the planet and society than ever before, but this isn’t shifting the way people shop and consume as much as you think it is. This presentation explores the say-do gap and provides useful methods and techniques that researchers can deploy to surface it and set about changing it.
What trends in innovation for sustainable packaging are picking up? What marketing strategies are proving successful in speeding up the adoption of new generations of packaging, and in what circumstances?
Food leftovers are one of the biggest contributor to waste. Find out all the reasons why leftovers are so prevalent and all the benefits in eating your leftovers. Discover different productive ways to influence a culture of eating leftovers.
How to Engage Residents in Recycling and Organics CollectionJacquelyn Ottman
Tips for building owners, superintendents, property managers, and interested residents to promote the culture of recycling and composting in their respective residential buildings.
Creating a Culture of Recycling and Reuse in Your Multifamily BuildingJacquelyn Ottman
Strategies, tools, and inspiration to creating a culture of recycling and reuse in your multifamily building. Specifically written for New York City building owners, property managers, and interested superintendents and residents.
Circular Consumer Economy: What we can learn from the DanesJacquelyn Ottman
After spending two weeks in Denmark, Jacquelyn Ottman shares some of Denmark's Green Solutions focusing on reducing waste by recycling and reusing.
Learn more at WeHateToWaste.com and what we can do for you and your business.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...
How to Avoid Greenwashing When Promoting Your Environmentally Sound Initiatives
1. How to Avoid Greenwashing
When Promoting Your
Environmentally Sound
Initiatives
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Presented to!
By Jacquelyn A. Ottman !
November 2014!
.
2. Purpose of Today!
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Greenwash!!
Overview of the 2012 FTC Green Guides!
What Else You Can Say/Do!
Conclusions!
Resources!
Q & A!
!!
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3. Jacquelyn Ottman!
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Founder, Principal, J. Ottman Consulting, Inc.,
adivsors to business and government on positive
sustainability and green marketing strategy.!
Founder, WeHateToWaste.com, an initiative to
foster awareness and education for consumer and
employee waste prevention education. !
Author, New Rules of Green Marketing, How to
Make Credible Green Marketing Claims!
!
5. Greenwash!
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Definition: Misleading claims re:
environmental benefits of products,
operations, or processes. !
Can be inadvertent due to lack of
awareness, education on scientific issues
but risks are still the same.!
!
!
!
11. FTC Green Guides
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!!
!Introduced in 1992; updated in 2012!
!Not the law — but used to guide legal judgments!
!Covers B2B as well as consumer claims!
!Environment = exclusive focus (not susty,
human health)!
!!
!!
!!
!
12. FTC Green Guides Apply to B2B Claims, Too!
Customers Can Suffer When Supplierʼs Claims are
Questioned
Supplier! Customer!
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R.I.P.?
Be careful to avoid any cause-marketing
efforts that may unfairly
halo their productʼs environmental
performance. !
40. “All Greenware® products are made in the USA
from plant sources that are domestically-grown
and annually renewable as well as 100 percent
compostable in actively managed municipal or
industrial facilities, where available.”!
41. “Ecolab's bio-based facility care solutions are
made from plant-derived natural resources and
designed to remove soils from hard surfaces safely
and effectively.” !
! ! ! ! !!
42. "Biobased products add value to renewable
agriculture commodities, create jobs in rural
communities and help our nation decrease its
reliance on foreign-sourced and non-renewable
petroleum.”!
! ! ! ! !
43. Other Things That Can Help
Underscore Credibility!
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!
!
Walk Your Talk (product & company)!
Promote Responsible Behavior!
Pro-active Innovation throughout Lifecycle!
Be Transparent (Provide specifics)!
Enlist Third Parties (beyond ecolabels)!
45. In Sum - 1!
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It is possible to avoid the risks of greenwash.
Following the FTC Guides can help:!
!
!
!
!Avoid generalized environmental claims!
!Be specific!
!Tell the whole story!
!Be clear — what consumers take away
!is key!
!!
46. In Sum - 2!
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!
!
!
Be careful when using undefined terms, e.g.,
Sustainable, Natural, etc.!
Every situation is unique, so consult with
environmental scientists and legal counsel!
Look for opportunities to practice self-regulation.
!
!
!
!