EcoAmerica News Blog

10 Rules of Effective Green Marketing

Posted in Articles By Experts, Marketing tools by admin on the August 30th, 2007
at the My Success Gateway Blog.

by Hugh Hough

Seems like everyone’s going green these days. That’s great, at Green Team, we’ve been banging the environmental drum for 14 years, and we welcome the company. For marketers interested in taking advantage of the environmental revolution, here are a few things we’ve learned over the years.

'Green awareness' can depend on life factors

By Leon Gettler

August 30, 2007

HOW green is your consumer? According to research from BP, people's response to environmental issues and business depends on their age and family circumstances.

BP analysis reveals that people aged 18-29 want to be seen to be doing the right thing but are less likely to do much more than recycling.

Green Publishers Pursue Network Effect

By Zachary Rodgers, The ClickZ Network,  Aug 27, 2007

As the sustainability movement goes mainstream and big advertisers muscle in with green-themed digital campaigns, an inevitable process of audience consolidation is playing out in earth-friendly media circles. Most of it has taken the form of M&A activity, such as Discovery's purchase of TreeHugger.com earlier this summer, Gaiam.com's acquisitions of Lime Media and social net Zaadz this month, and just last week, Cleantech's buyout of InsideGreentech.com.

Madison Ave. Warms to Climate Change

Shops Vie for Al Gore's Alliance for Climate Protection Biz

By Matthew Creamer and Brooke Capps

Published: August 27, 2007

Not too long ago, a premier ad agency wouldn't touch a campaign warning about the effects of global warming, fearing backlash from the automakers and oil companies that keep Madison Avenue's lights on. But now one of the most hotly contended pitches out there is for the Alliance for Climate Protection, the organization formed last year by Al Gore.

Has U.S. Reached Green Turning Point? Depends Which Survey You Read

ecoAmerica has already  posted two articles discussing the result of Yankelovich's green consumer research survey, GOING Green, here  and here.  The article below discusses the results of a new survey released by GfK Roper, their 2007 Green Gauge report, which seems to contradict the results of the Yankelovich survey.  Which of these surveys is to be trusted as an accurate reflection of consumer attitudes about the environment?  Or are both informative, but in different ways?

Green Networking: Parsing the Facts From the Marketing

Strategic Thinking                                                                
by Mark Seery
July 2007

Over the coming year there is likely to be more green marketing in the networking industry as equipment vendors tout how green their wares are because of lower power per bit ratios. 

For This Fall, Green Is In

Stores hope new products will lure crowds of eco-conscious teens headed back to school

By Jenn Abelson, Globe Staff,  August 17, 2007

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This article by Jenn Abelson of The Boston Globe refers to a study previously mentioned on the ecoAmerica blog in Correctly Sizing Up "Concern for the Environment" by America Teens.  The previous post was taken from David Wigder's blog Marketing Green and discussed the results of a Jupiter Research online survey. This article adds a new dimension to the discussion: In what ways are companies responding to this consumer research in their marketing strategies?

The Globe article continues below.

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Visualizing Green

August 16th, 2007

Images are powerful marketing tools. For marketers, they provide powerful stimuli that can augment messaging and influence consumer behavior and beliefs. Here are a few suggestions for marketers using visual images in the green space:

Car Advertisement Not "Green" Enough, Study Shows

R744.com - Your Marketplace For CO2 Technology, News & Policy

August, 15, 2007

Vehicle advertising falls short of U.S. consumers rising demand for environmentally friendly cars, according to a new study. Fuel economy has now become one of the most important element of purchase consideration, the same research shows.

Consumers Shying Away From Green Kool-Aid

August 15, 2007
By Greg Galitzine,

Group Editorial Director
Technology Marketing Corporation - TMCnet

Despite the best efforts of the media, it seems that most consumers are not buying in to the idea that we are in an environmental crisis. According to recently published research from Yankelovich, a survey of 2,763 consumers showed that only 34% feel more concern about the environment than they did a year ago. Perhaps more troubling, a scant 22% feel they can make a difference when it comes to the environment.