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Green Marketing
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Bright Green Marketing Practices
This an online journal entry challenging businesses to set aside the standard approach of marketing and consider framing their approaches around what kind of world they would like to create. While it represents the musings of just one individual, the value lies in posing the question of responsibility in marketing. |
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Getting Smart about Green Marketing
Marketing green can be a challenge because consumer beliefs are still evolving; demand is not well established; and even where it is, purchase behavior tends to be inconsistent. To be successful, green marketers must effectively and efficiently target their audience when and where consumers are most receptive to green messaging. Companies like earthsense, a marketing research company focused on green consumers can help. This article includes an interview with Amy Hebard, Chief Research Officer and Founder of the company. |
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Green Marketing on Social Networks
For green marketers, social networks provide a compelling channel to communicate with consumers that have an affinity for green or are at least open-minded enough to listen. Today, those users can be found across a wide variety of social networks, including both general interest and vertically focused networks that connect those interested in social responsibility or, more specifically, in the environment. Marketing Green has identified six different types of social networks that appeal to those with a green affinity. Each network type provides the opportunity for users to connect, share and/or collaborate with others online. And because many view green as a social cause, participation in such networks can generate both personal as well as societal benefits. |
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Green Marketing through Behavioral Targeting
Marketing Green's mission is to provide industry professionals with practical strategic marketing advice on how to build green brands and motivate mass market adoption of more sustainable products. This is an interview with Dave Morgan, Founder, Former CEO and now Chairman of Tacoda, a market leader in behavioral targeting. Behavioral targeting enables advertisers to serve relevant ads to consumers based on past-demonstrated behavior online (eg, frequent or recent visits to relevant content). Interview topics range from the emerging green consumer, Tacoda's advantages in the market, and how behavioral targeting is an effective way to identify and influence green consumers. |
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Targeting Green Kids - Marketing To The Eco Generation
Maryanne Conlin offers practical advice for marketing to a generation immersed in the social movement of environmentalism. According to Packaged Facts, a market research firm, environmental awareness, even at the youngest ages, is acute. More than half of kids age 6-8 encourage their parents to buy green products, nearly three-quarters believe people should recycle, and 40 percent think they should buy recycled-content paper products. The article recommends the following when marketing to the Eco Generation: 1. Don't talk down. Kids are more sophisticated than you think. 2. Make it relevant. One common error is developing graphics that aren't hip or are too hip. Kids want products to reflect their own taste so error on the side of conservative rather than hip or cutesy. 3. Explain the benefit in real terms. Eco friendly means little-saves our trees or protects specific wildlife is better and is something to which kids can relate. |
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Zoom advertising helps turn tourism green
As the first advertising agency in South Africa to become carbon neutral when it planted hundreds of trees to offset its own carbon impact, Zoom Advertising has now embarked on a campaign that will turn the local tourism industry green. The initiative is called ‘My tree in Africa' and gives travelers the opportunity to make a valid contribution to help the environment. |
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