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The Five Simple Rules of Green Marketing
Author(s) -
Ottman Jacquelyn A.
Publication year - 2008
Publication title -
design management review
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1557-0614
DOI - 10.1111/j.1948-7169.2008.tb00143.x
Subject(s) - citation , simple (philosophy) , computer science , library science , operations research , management , engineering , economics , epistemology , philosophy
When it comes to shining a spotlight on specific sustainability issues, count on NGOs and consumer groups to target the most respected and trusted brands first. Overnight, issues will make front pages and leaders will be pressed to make changes. The list of recent targets reads like a Who’s Who of branding: Home Depot (sustainably harvested wood), Nike (child labor practices), McDonalds (Styrofoam clamshells, and now obesity), and Coke (sugar, water, and packaging). What does all this mean for your business? Simply stated, if you don’t manage your business with respect to environmental and social sustainability, your business will not be sustained! But the converse is true, too. A strong commitment to environmental sustainability in product design and manufacturing can yield significant opportunities to grow your business, to innovate, and to build brand equity. All you have to do is get the word out... right? As with any other major business endeavor, this is easier said than done. Even very responsible companies have run into trouble with sustainabilityminded NGOs and consumer groups, thanks to a poorly planned and crafted marketing message. Protect your company from these common pitfalls and start taking advantage of new opportunities by heeding my five simple rules of green marketing: