From the monthly archives:

August 2009

What’s really going on at the store? Understanding the mind of today’s consumer

08.31.2009

Guest post by Jim Jubelirer. All views in the post are the author’s alone.

If you’re interested in guest posting on the Sustainable Marketing Blog, please read the guidelines, and let’s take it from there. Thanks!
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Hardly a day goes by without another consumer research study coming out pronouncing record growth in green markets. You could spend [...]

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Sustainability: What revolution?

08.30.2009

paradigm, n. = the generally accepted perspective of a particular discipline at a given time
revolution, n. = any fundamental change or reversal of conditions
Many proponents of sustainability call it a paradigm shift or a revolution. I’ve long been curious about what those concepts mean, how paradigm shifts occur, and whether sustainability is truly a revolution. [...]

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Beyond2020: The sustainability unconference

08.29.2009

Beyond2020 is a sustainability (un)conference, the first in Portland, Oregon. I “invented” and am sponsoring Beyond2020 with Renee Spears, owner of Rose City Mortgage, a local sustainable mortgage broker. The inaugural Beyond2020 will take place on Thursday, September 17, 5-8 p.m., at the Olympic Mills Commerce Center, 107 SE Washington St. (location courtesy of Beam [...]

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Book review: “Strategies for the Green Economy: Opportunities and Challenges in the New World of Business”

08.28.2009

I read Joel Makower’s Strategies for the Green Economy a while ago, and since I’ve been returning to it every now and then, I might as well write a review.
After a great historic overview of the green movement, Makower takes a look at the green consumer. That consumers say one thing – we want green [...]

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You say sustainability, I say social media! I say social media, you say sustainability!

08.27.2009

Guest post by Meghan Nesta, who blogs at Meghan Nesta’s Musings. All views in the post are the author’s alone.

If you’re interested in guest posting on the Sustainable Marketing Blog, please read the guidelines, and let’s take it from there. Thanks!
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At first glance the pairing seems as divergent as camping in a tent and [...]

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What happens next? or Does storytelling really fit into sustainable marketing?

08.26.2009

I’ve written here several times about storytelling as a sustainable marketing tactic. As an offshoot of content marketing, storytelling provides a narrative – about your customers, about you or your company – your stakeholders can understand, share, and act upon. Any story of your customer solving her problem with your product will convey meaning more [...]

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“Everything is biodegradable.”

08.24.2009

That’s what Hannah Sandmeyer, who writes her company’s Q19Greening Blog, pointed out in a recent presentation on consumer synthetics in your office or household. She walked the audience through a simple process of identifying and avoiding harmful substances, starting with product labels.
“Biodegradable” claims seem to be on the rise, particularly on products targeting the sustainability [...]

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Guerrilla marketing brilliance on a shoestring

08.22.2009

Literally. It’s so simple, yet so brilliant.
OurPDX Network’s blogger capricious reports on her third sighting of a pair of shoes abandoned in front of the SW Broadway Dr. Martens retail store, in the heart of Portland’s downtown.
Proof that guerrilla marketing doesn’t have to be expensive or totally whacked-out creative to be effective.
You see, Dr. Martens [...]

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Book review: “Strategy for Sustainability: A Business Manifesto”

08.21.2009

Not so much a manifesto as a guide, Strategy for Sustainability is straightforward: to implement sustainability in your business, map your situation for opportunities, set the goal, and initiate a transparency-engagement-networking cycle.

STaR mapping. First, analyze your environment to identify opportunities for action. Society, technology, and resources are the areas with greatest potential.

North Star goal setting. [...]

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