SustainableBusiness.com Newswire
02/11/2011 12:59 PM ET
News from: J. Ottman Consulting, Inc.
New Rules of Green Marketing Released
Marketing Guru Jacquelyn Ottman Offers Proven Green Marketing Strategies
"Saving the planet" is not nearly as effective as "saving you money" or "saving your health" in green marketing.
Green has gone mainstream. What used to be a fringe market that appealed to a faction of eco-hippies is now a bona fide $290 billion industry ranging from organic foods to hybrid cars, ecotourism to green home furnishings.
In The New Rules of Green Marketing (Berrett-Koehler; February 2011; $21.95), Ottman, considered to be the nation's foremost expert on green marketing, provides unparalleled insight into the changing needs of mainstream consumers, how companies large and small have responded with fresh green marketing strategies, what it takes to succeed, and what the future of marketing will look like.
Products claiming to be greener have been around since the 1970s - you may faintly recollect those phosphate-free laundry detergents that left clothes dingy, or compact fluorescent bulbs that cast a green haze. But it's only in recent years that green products have rivaled their "brown" counterparts in quality and ubiquity. As a result, today's greener products are no longer sold just in health food stores, but in major retail outlets including Safeway and Wal-Mart that bring highly satisfying greener goods to the masses.
Meanwhile, savvy marketers have moved beyond targeting "deep green" consumers with a "save the planet" pitch. Instead, they appeal to today's newly mainstream consumers by promoting the added value their products provide: better health, superior performance, good taste, cost-effectiveness-and even status. In The New Rules of Green Marketing, Ottman argues that emphasizing these primary benefits is critical to winning over today's broad swath of mainstream consumers.
Drawing on the latest poll data and incorporating lessons learned from her Fortune 500 clients and from other sustainability leaders, Ottman demonstrates how to: spur innovation through a proactive approach to sustainability, design products to be green throughout their lifecycle, and communicate credibly and transparently to avoid accusations of "greenwashing."
Chockfull of practical checklists at the end of each chapter, an extensive 25-page green marketing resource guide, and dozens of inspiring case examples of the most successful greener products and companies today, Ottman's work will inspire even the most skeptical managers to pursue green opportunities or risk losing out on one of the most exciting business opportunities of the century.
For more information please contact:
Jacquie Ottman President
J. Ottman Consulting, Inc.
212 879 4160
jottman@greenmarketing.com
