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Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet by Shel Horowitz, Jay Conrad Levinson

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Chapter 13. Marketing Green

As we've already discussed, customers want to do business with companies who share their values—and these days, those values include strong awareness of climate change and other environmental issues.

We live in a powerful time: Finally, the environment has penetrated our collective consciousness deeply enough to move a whole lot of people toward Green lifestyle changes. At the same time, technology (especially the Internet) has made it possible to run a global business with little or no staff or resources, and without a big infrastructure.

This opens up all sorts of opportunities for the Green Marketing Guerrilla who honestly fits into this market.

HOW YOU BENEFIT BY MARKETING GREEN

When you look at all the advantages of running a Green company, it's hard to understand why every company in the world hasn't shifted.

  • Green goods and services are much easier to market.

  • They often command a premium price, and thus are more profitable.

  • Green goods and services are better for the environment: They use fewer resources, less energy, and more organic and natural materials—and thus create less pollution, have a smaller carbon footprint (which means they don't add to the global warming problem), and are easier to dispose of.

  • Against conventional wisdom, they can actually be cheaper to produce, if properly designed (see the profiles of Amory Lovins and John Todd in Chapter 19).

Worldwide, consumer consciousness on these issues is growing by orders of magnitude. As recently ...

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