Posts tagged as:

risk-management

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 consumers to question [...]

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Measuring the environmental impact of marketing, Part 1

02.01.2010
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Discussions about environmental sustainability in business rarely mention the environmental footprint of marketing communications. Yet marketing successfully consumes too much energy and produces too much stuff to be ignored in considering — and lowering — your company’s environmental impact.
What is the environmental footprint of your company’s marketing? How can you reduce it without negatively impacting [...]

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Book review: “The Innovator’s Dilemma”

10.09.2009

The thesis of Clayton Christensen’s bestseller may be management common knowledge by now: as established companies innovate with sustaining technologies to move toward higher margins and higher performance in larger, mainstream markets whose needs they eventually overshoot, they become so resource dependent on their customers and investors and so locked in their values and processes, [...]

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Is sustainable marketing defensive?

07.15.2009

Biking to a meeting the other day, I thought of parallels between defensive driving and sustainable marketing.
Consider these quotes from the Oregon Driver Manual (emphasis mine):

“The most important part of defensive driving is avoiding crashes and traffic violations by being alert for potentially dangerous situations.”
“Think about what is going to happen or what might happen [...]

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Book review: “The Business Guide to Sustainability: Practical Strategies and Tools for Organizations”

07.10.2009

The Business Guide to Sustainability is a basic text*, which offers a systemic, systematic, and rational argument for adopting sustainable practices in business.
The authors proceed systemically and systematically, covering one by one all areas for the application of sustainability. The book is organized into three parts:

basic concepts
sustainability by industry – manufacturing, services, government, with agriculture [...]

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Take control of your marketing

06.17.2009

A recent New York Times Happy Day Blog post reminded me how the need to be in control and actually being in control matter. Research has demonstrated that when people lose control over their situations, they get depressed, stressed, and sick. The need to be in control is so strong that people are prone [...]

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The 7th sin of greenwashing

03.21.2009

TerraChoice’s six sins of greenwashing classify the major ways companies mislead “consumers regarding [their] environmental practices (…) or the environmental benefits of a product or service.” The six sins are:

Hidden trade-off
No proof
Vagueness
Irrelevance
Fibbing
Lesser of two evils

After pondering these the other day, I’ve added a 7th sin to the list: the sin of condescension. The sin of [...]

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Stay frosty!

03.19.2009

As a newcomer to the U.S. and with English as my fourth language – after Slovak, Czech, and Hungarian – I daily learn a new word or phrase or culture tidbit (I’m told the English language will reach 1 million words in April). The phrase that seems most appropriate for the last day of winter: [...]

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Give your marketing a stimulus

02.01.2009

The barrage of bad economic news is inescapable: customers are slashing spending, companies are slashing jobs, the economy is slashing companies. To stimulate the economy, congress is due to pass a package of investment measures to encourage consumers to resume consuming and entice employers to employ more people. Small businesses in particular are feeling the [...]

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