The new rules of green marketing

The new rules of green marketing

Strategies, tools and inspiration for sustainable brands are the key words in company of Jacquie Ottman. This green woman has a team of marketers behind her with a passion to prevent waste and earn respect for the natural resources. They try to find opportunities for businesses to become leader in their own industry on an environmental friendly way. They achieve this with the power of eco-innovation and a strong green marketing mix. Her team works with multinationals to help them produce their products in a sustainable way.

Jacquie Ottman is the brain and founder behind J. Ottman consulting and has always been involved personally with the environment. She is an expert on green marketing and eco-innovation and has worked with countless giant businesses. Her main goal is to transform our wasting culture to the next generation of product with sustainability in mind. Their worldwide experience allows this company to bring deep expertise to every project.

They are constantly exploring new ideas such as collaborative consumption and shared responsibility. But their latest success was the bestseller the new rules of green marketing by Jacquelyn Ottman. She demonstrates how sustainable brands can compete in the expanding global world. And shows the countless challenges these companies will have to conquer.

 

Here are some of the most remarkable new rules Jacquie gave us:

1. Green is mainstream: Today 83% of consumers are some shade of green.
(segments are defined in the book but more than 4 out of 5 considers themselves green in some way)

2. Green is cool: Green is considered chic these days. Green consumers are early adopters ands leaders who will influence the purchasing behaviour of the public. People show off their green products and are considered cool.

3. Green inspirers innovative products and services that can result in better consumer value, enhanced brands, and a stronger company: Managers don’t consider environment as a burden anymore. They see it as an investment that can pay back.

4. A life-cycle approach is necessary: Single characteristic of a product doesn’t mean it’s overall green. We have to optimize the whole production process so it becomes greener.

5. Save me! consumers no longer buy a product to save the world. They buy it because it works better, for their own health of to save money.

6. The greenest products represent new concepts with business models with significantly less impact: We can’t keep making our products green. This won’t keep working. We have to search for replacement for products and try new ways of doing business.

7. Consumers don’t necessarily need to own products, services can meet their needs, perhaps even better: We aren’t interested in the product itself but utility and service is what really counts.

8. Green consumers are strongly influenced by the recommendations of friends and family, and trusted third parties: The perception of NGOs and eco-labellers can be very persuasive for the green consumer.

Xenia Demeester 2MA01