Contributed by Jacquelyn A. Ottman

  • Green Marketing Claims: Whom Do You Trust?

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    Deservedly or not, industry these days is accused incessantly of greenwashing. It's not surprising, for several reasons, that industry isn't trusted ...

  • Green Marketing 'Broke Through' in 2008—What's Next?

    CONTENT TYPE: Article | ELEMENT: | TOPIC:

    Wall Street had a stormy 2008, but there is a silver lining: Industry leaders are now turning to all things ...

  • Eco-Logos: A Double-Edged Sword?

    CONTENT TYPE: Article | ELEMENT: | TOPIC:

    Eco-logos are all the rage—but how valuable are they as a marketing tool? Are there some hidden risks that warrant ...

  • The Power of Green Lies in the Hands of Marketers

    CONTENT TYPE: Article | ELEMENT: | TOPIC:

    Many people think the power to restore our environment—to curb greenhouse gases, to clean up our air and water, to ...

  • The Five Simple Rules of Green Marketing

    CONTENT TYPE: Article | ELEMENT: | TOPIC:

    A strong commitment to environmental sustainability in product design and manufacturing can yield significant opportunities to grow your business, to ...

  • How to Avoid Green Marketing Myopia

    CONTENT TYPE: Article | ELEMENT: | TOPIC:

    In 1994, Philips launched "EarthLight," an energy-efficient compact fluorescent light bulb with a clumsy shape that was incompatible with most ...

  • The Real News About Green Marketing: Yesterday, Today, Tomorrow

    CONTENT TYPE: Article | ELEMENT: | TOPIC:

    Old news: Green products don't work, and consumers won't pay a premium for them. New news: Investment in environmentally preferable ...

  • The Rules of Green Marketing

    CONTENT TYPE: Article | ELEMENT: | TOPIC:

    If you think your customer isn't concerned about environmental issues, or won't pay a premium for products that are more ...