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green-marketing

Applying the principles of “Reuse” in your marketing

04.13.2010
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This is the sixth post in a series on improving the environmental sustainability of marketing communications. Previously: Measurement (in two parts); A model; Rethink; Reduce. Today: Reuse. *** If Reduce depends on measurement, Reuse depends on design, both in marketing communications and in general. Repeated use of an item, or its part, must be built into it at the outset. [...]

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How to “Reduce” in your marketing communications

03.18.2010
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This is the fifth post in a series on improving the environmental sustainability of marketing communications. Previously: Measurement; A model; Rethink. Today: Reduce. *** After the difficult initial step of rethinking your marketing, Reduce may seem temptingly simple: Decrease the consumption of energy and materials in what’s left in your marketing communications mix. There’s more to Reduce than meets the eye, [...]

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Once more unto the eco-labels breach

03.09.2010
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I spent part of last weekend catching up on my eco-labels. Several articles and a virtual conference nicely cleared up a cloudy Sunday afternoon and, at least partly, my persistent doubts about marketing with eco-labels. Do eco-labels matter? Yes and no. It’s no news there are too many eco-labels polluting the market landscape, leading many [...]

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What does sustainable design mean to you?

02.20.2010
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That’s the central question of SHIFT: A Green Salon, a quarterly pecha kucha AIGA Portland holds as part of its sustainability initiative. SHIFT aims to “share and inspire sustainable design”, which is precisely what the 10 speakers did at Ziba Design’s auditorium last Thursday evening during their respective 5-minute presentations. The presentations ranged from execution aspects of design to [...]

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Sustainable Brands Boot Camp report: Green marketing done right

02.17.2010
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Last Friday’s Sustainable Brands Boot Camp session* focused on green marketing. My favorite green marketer, Jacquie Ottman, gave her version of green marketing done right. Though my post-modern self would prefer to say “successfully” or “effectively” instead of “right”, Jacquie’s version of green marketing follows the basic rules of marketing regardless of its hue: Get [...]

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Eco-labeling vs. greenmuting: What’s right for you?

01.13.2010
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A while ago someone asked me whether my business card was printed on recycled paper. Yes, it is, I replied. Why, then, the response went, is there nowhere on my card a corresponding symbol to be seen? And, What if, when deciding whether to keep the card or do business with my company, a prospect [...]

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Green as a luxury? Premium pricing and conspicuous consumption

12.14.2009

A theme has emerged from my conversations with Portland, Oregon real estate professionals: fearing overspending, home buyers these days are unwilling to pay a premium for green features, and instead decide with their pocketbook based on price and value. In other words, green* is a luxury these days, for homes and I suspect for many [...]

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