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The New Rules of Green Marketing

Book Description

Green products have been around since the 1970s, but it’s only in recent years that they’ve become ubiquitous. It’s not because consumers suddenly prize sustainability above all. It’s because savvy green marketers are no longer trying to “sell the earth”—instead they’re promoting the value their products provide: better health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits—the new rules—is critical to winning over the mainstream consumer. The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity and how they themselves can adopt this approach. Drawing on the latest data from leading researchers and reflecting on learnings from her corporate clients and other pioneers—including GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter & Gamble, Stonyfield Farm, and Wal-Mart—Ottman provides practical strategies, tools, and inspiration for building every aspect of a credible value-based green marketing strategy. She covers using a proactive approach to sustainability to spur innovation, developing products that are green throughout their life cycle, communicating credibly to avoid accusations of “greenwashing,” teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more. This book takes the best of Ottman’s previous groundbreaking work it into the 21st century. Her new rules relegate traditional “green guilt” approaches to the recycling bin of history, break green products out of their niche and, ultimately do a far better job of advancing the triple bottom line of people, profits, and planet.

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright Page
  4. Dedication
  5. Contents
  6. Foreword
  7. Preface
  8. Acknowledgments
  9. The 20 New Rules of Green Marketing
  10. 1 Green is now mainstream
    1. Everyone is worried
    2. Every generation is green
    3. Green behavior: A daily phenomenon
    4. Media turns green
    5. Governments take action
    6. Far-reaching business opportunities
    7. The time for marketers to act is now
    8. Personal rewards, too
  11. 2 We are all green consumers
    1. Five shades of green consumers
    2. Segmenting by green interest
    3. Green consumer motives and buying strategies
  12. 3 The new green marketing paradigm
    1. The new green marketing paradigm
    2. The seven strategies for green marketing success
    3. Addressing the New Rules: Method
  13. 4 Designing greener products: A life-cycle approach
    1. Consider the entire life-cycle
    2. Strategies for sustainable product design
  14. 5 Innovate for sustainability
    1. Beyond eco-design to eco-innovation
    2. Five strategies for eco-innovation
    3. Addressing the New Rules: Nissan
  15. 6 Communicating sustainability with impact
    1. Challenges of communicating sustainability
    2. Ottman’s fundamentals of good green marketing
    3. Six strategies of sustainable marketing communication
    4. Addressing the New Rules: HSBC
    5. Addressing the New Rules: Toyota
    6. Addressing the New Rules: Tide Coldwater
  16. 7 Establishing credibility and avoiding greenwash
    1. Greenwash!
    2. Five strategies for establishing credibility for sustainable branding and marketing
  17. 8 Partnering for success
    1. The general public
    2. Children
    3. Employees
    4. Retailers
    5. Addressing the New Rules: ENERGY STAR
    6. Suppliers
    7. Government
    8. Environmental groups
  18. 9 Two sustainability leaders that superbly address the new rules
    1. Addressing the New Rules: Timberland
    2. Addressing the New Rules: Starbucks
  19. 10 Conclusion
  20. For further information
  21. Endnotes
  22. About the author
  23. Index