ecoAmerica/Blog

Why Doesn't Green = Better?

Joel Makower takes a look at why green isn't yet synonymous with better in the marketplace.  He states that it will continue to remain a niche market and idea until this changes and will be unable to impact the many environmental problems that are dependent on business and the public's acceptance of it. 

The Princeton Review Gives 697 Colleges 'Green' Ratings In New 2010 Editions of Its Annual College Guides and Website Profiles of Schools

This week, The Princeton Review announced the second annual College Green Ratings, which we helped them launch last year. We are thrilled to see that number of schools participating in the survey increased by 30% (697 this year vs. 534 last year), representing another positive metric.  ecoAmerica partnered with the Princeton Review, known for its test-prep courses, books and website resources helping students choose and get in to colleges, to develop the Green Rating which measures the environmental practices most relevant to students and parents in the college selection process.

This season's back-to-school trend: Frugality

While green products and marketing often are painted as expensive, according to a new survey, low income consumers are driving the marketplace.  There is an opportunity here for marketers to engage this low price point audience and bring them over.

Green Marketing Really Has Gone Mainstream

Jacquelyn Ottman explains how green marketing has involved from a niche trend to a much more dynamic opportunity for businesses and organizations to reach a diverse consumer base.  She goes on to say that green brands are no longer one dimensional and competition for the customer's attention has moved into the mainstream.

What's Next for ecoAmerica

This month marks two important milestones for ecoAmerica relating to our first generation of higher education programs.  Looking forward, we're just as excited about the new programs that are following in their footsteps.

Clorox Green Works, Burt’s Bees, Tom’s of Maine Top U.S. Green Brands

  The 2009 Global Green Brand study rated the top U.S. green brands and Clorox Green Works came out on top followed by Burt's Bees, Tom's of Maine, S.C. Johnson & Son and Toyota.  Consumers across the board agreed that green products cost more than the alternative.

Being Here Now & Clean Sweep

Here is a second installment of JP Collins' analysis of the Natural Marketing Institute's annual trends report (you can read the first here).  This time he discusses how companies that take advantage of the new market of green consumers by advertising their green initiatives or products as their customers are becoming more aware will need to support their advertising beyond the imagery.

Role of Social Media in Sustainability Evolves

Having a social media presence has become integral to any marketing campaign, including those seeking to reach consumers on green.  We've rolled out our own properties on facebook and twitter to support and complement our Nature Rocks website.  Not only is social media a way to engage and connect with consumers, but it's another form of transparency.

Walmart’s Sustainability Index: The Hype and the Reality

Joel Makower analyzes the release of Walmart's Sustainability Index and its impact on the business community.  Walmart's Index will be another way to create the authenticity and transparency that consumers need when making decisions.  The Index does not rate products or companies though it might grow to that in the future.

Green Marketing: A Two-Fold Lesson in Perception and Reality

Suzanne Shelton, founder of the firm that released the Eco Pulse study, shared an insight that came out of a recent mailing meant to inform recipients how mainstream consumers feel about green.  They discovered that often perception is just as important as reality when talking to people.  A failure to appear authentic can completely discredit any green initiative.