Jacquie Ottman, founder and principal of
J. Ottman Consulting, spoke via telephone to a crowd of
Green Marketing Coalition members and marketers from companies across the country about the
new green marketing paradigm.
The bad news is that conventional marketing is out. The good news is that
green marketing
– or “sustainable branding,” if you prefer – is in. The old rules,
those that have guided consumer marketing since the 50s (think Mad Men),
simply cannot effectively address the needs of today’s consumers. Times
have changed!
As a way to meet the demands of today’s new green
consumer, Jacquie has developed new methods and strategies as part of a
new green marketing paradigm; a paradigm being forged by sustainability
leaders who are creatively applying the new rules of marketing.
During the conversation, she talked about consumers, products, credibility, “end of life,” community, and first steps.
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Green Marketing Strategy: Lead by Example
Aveda, founded in 1978, manufactures professional plant-based hair care, skin care, makeup, scents, and other products that are sold in Aveda stores and nearly 7,000 salons and spas in 24 countries.
Marianne Knutson, VP of Global Marketing, shares some of her company’s strategies, best practices, and bold new direct marketing tactics. Spyro Kourtis, President and CEO of Hacker Group, introduces our speakers.
Listen to the interview with Ms. Knutson here.
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Green Marketing Strategy: Set Audacious Goals
Most people will tell you that they care about saving our forests and conventional wisdom has been to demonize the print industry as the major culprit behind “killing trees.” In face of that common belief,
Dick Kouwenhoven, President and CEO of
Hemlock Printers, and his team set an audacious goal: to become the “greenest printer in the world.”
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Green Marketing Strategy: Leverage Your Location
Columbia Sportswear is a prime example of a Northwestern company: hardworking, modest and passionate about the natural environment. As a company, Columbia Sportswear’s sustainability efforts focus on reducing upstream impacts, such as energy and materials usage in the manufacturing of its products, and the responsible management of downstream waste, including recycling and reusing packaging.
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Green Marketing Strategy: Network with Your Peers
Shawn Asselin, Sales Manager for Data-Mail, talks about the company’s wide range of green initiatives, from sustainably-sourced papers and vegetable-based ink to sophisticated recycling/reuse programs.
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Green Marketing Strategy: Balance the Use of Online and
Off-line Media
Listen to an interview with Don Carli, a senior research fellow at the
Institute for Sustainable Communication, as he talks about rethinking our use of pages and pixels to learn, collaborate, communicate, and make informed media supply chain choices.
Or if you prefer,
read the interview here.
As the engine that drives the global economy, marketing leaves an enormous footprint on the environment and society. To help readers make a lasting impression in their marketing efforts, Martin/Schouten provide the concepts behind valuable - and lucrative - sustainable marketing strategies. 
This insightful new book provides a thorough introduction to the emerging field of green marketing management, including a useful exploration of the integral relationships among marketing strategy and action, macroeconomic sectors, and the environment. 
