The Green Business Network is a community of over 3,000 businesses committed to creating a sustainable economy that benefits people and the planet. Jacquie Ottman presented on 20 new rules of green marketing to the Green Business Network, highlighting the size of the green consumer market, the need for a holistic life cycle approach to products, the importance of transparency and credibility in communications, and empowering consumers to reduce their environmental impact through responsible consumption. Ottman took questions from the audience on green marketing strategies.
2. The Green Business Network™
The Green Business Network is a vibrant
community of over 3,000 businesses
committed to creating a better world.
Our mission is to help businesses everywhere
become more successful and grow a green
economy that is good for people and the planet.
www.greenbusinessnetwork.org
The Green Business Network is a program of Green
America. We harness economic power—the
strength of consumers, investors, businesses, and
the marketplace—to build a socially just and
environmentally sustainable society.
www.GreenAmerica.org
3. The Green Business Network™
We have been building a green
economy for three decades.
Join us in celebrating:
30th anniversary of Green America
20th anniversary of the National Green Pages®
11th anniversary of Green Festivals®
Questions
Melanie Marine
mmarine@greenamerica.org
202.872.5330
4. The Green Business Network™
We help green businesses across the country to
Connect. Market. Grow.
5. Introducing
Jacquie Ottman
Founder and Principal,
J. Ottman Consulting, Inc.
Author,
The New Rules of
Green Marketing:
Strategies, Tools
and Inspiration for
Sustainable Branding
GreenMarketing.com
6. 20 New Rules of Green
Marketing in 30 Minutes—
With Plenty of Time for
Questions
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• Presented to
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• Green America
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• by Jacquelyn A. Ottman
• September 13, 2012
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7. Hello
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• Introduction
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• Highlights of 20 New Rules
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• Your Questions
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• My Best Answers
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8. Jacquelyn Ottman
• Founder, Principal, J. Ottman Consulting,
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• Inc.
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• Founded in 1989
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• Author, The New Rules of Green Marketing,
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• (Berrett-Koehler, February 2011)
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• Editor, We Hate To Waste. com
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Green terms show Consumers are looking under every phase of life cycle… Want to understand full impacts, and to do so with scientific rigor.
Green terms show Consumers are looking under every phase of life cycle… Want to understand full impacts, and to do so with scientific rigor.
Green terms show Consumers are looking under every phase of life cycle… Want to understand full impacts, and to do so with scientific rigor.
Save me not Save the Planet!!
A new product….but maybe it should be the eventual goal of Big Tide!
A new product….but maybe it should be the eventual goal of Big Tide!
A new product….but maybe it should be the eventual goal of Big Tide!
Retailers, utility, consumer retailers: makes money and looks good doing it. Utilities: ES aves $ for utility. Meets legislative mandates, Manufacturers: moves more product; premium pricing on some energy star products Consumers: save money, help environment (other benefits of ES brand -- see performance reassurance slide) Deep green, light green, basic brown consumers Geographically: cost of energy in NW is .03kwh versus .20 /lwh in Long Islands. Demographically: Young, middle aged, older rich, poor challenge: green skews upscale, folks have money to pay for electricity.
I would challenge you all to discover what J&J has done as a company —which is considerable and leverage that in your communications.
Retailers, utility, consumer retailers: makes money and looks good doing it. Utilities: ES aves $ for utility. Meets legislative mandates, Manufacturers: moves more product; premium pricing on some energy star products Consumers: save money, help environment (other benefits of ES brand -- see performance reassurance slide) Deep green, light green, basic brown consumers Geographically: cost of energy in NW is .03kwh versus .20 /lwh in Long Islands. Demographically: Young, middle aged, older rich, poor challenge: green skews upscale, folks have money to pay for electricity.
Retailers, utility, consumer retailers: makes money and looks good doing it. Utilities: ES aves $ for utility. Meets legislative mandates, Manufacturers: moves more product; premium pricing on some energy star products Consumers: save money, help environment (other benefits of ES brand -- see performance reassurance slide) Deep green, light green, basic brown consumers Geographically: cost of energy in NW is .03kwh versus .20 /lwh in Long Islands. Demographically: Young, middle aged, older rich, poor challenge: green skews upscale, folks have money to pay for electricity.
Retailers, utility, consumer retailers: makes money and looks good doing it. Utilities: ES aves $ for utility. Meets legislative mandates, Manufacturers: moves more product; premium pricing on some energy star products Consumers: save money, help environment (other benefits of ES brand -- see performance reassurance slide) Deep green, light green, basic brown consumers Geographically: cost of energy in NW is .03kwh versus .20 /lwh in Long Islands. Demographically: Young, middle aged, older rich, poor challenge: green skews upscale, folks have money to pay for electricity.
Retailers, utility, consumer retailers: makes money and looks good doing it. Utilities: ES aves $ for utility. Meets legislative mandates, Manufacturers: moves more product; premium pricing on some energy star products Consumers: save money, help environment (other benefits of ES brand -- see performance reassurance slide) Deep green, light green, basic brown consumers Geographically: cost of energy in NW is .03kwh versus .20 /lwh in Long Islands. Demographically: Young, middle aged, older rich, poor challenge: green skews upscale, folks have money to pay for electricity.
Make the intangible tangible by helping consumers visualize their environmental impacts. This chart from P&G is meant for B2B communication, but I’m sure you can see how something similar could be enlightening for consumers. (Describe chart)
