She also mentions the huge energy giant British Petroleum (BP) came up with some honest and effective marketing in its green promotions. And while it is laudable for an oil company to invest in green technologies, BP did it with "appropriate humility that admits its own guilt while setting the stage for conversion to alternative energy sources" (Ottman, 2002). Meantime she says to Exxon, "Wake Up!" because Exxon was at that time running "green-themed" ads that spoke to the need to "find more oil."
In still another green marketing-themed article from Ottman, she writes in the publication in Business that while the George W. Bush Administration "abdicates responsibility for a strong response to slowing down" global climate change, Bush's lack of leadership on the issue opened a "unique window of opportunity for America's advertisers and marketers" (Ottman, 2002). That advice to advertisers and marketers is this: using the same effective communication techniques that were employed in the "stop smoking" and "buckle up" campaigns, design campaigns that "make it cool for Americans to take a stand on climate change" (Ottman, 2002).
The federal government has jumped into the green marketing genre in a big way. The Environmental Protection Agency's Office of Pollution Prevention and Toxics produced a document called "Greening Your Products: Good for the environment, good for your bottom line" (EPA, 2002). Section 1 explains the important approach to developing products that "have preferable environmental attributes when compared with similar products." By doing that, companies and entrepreneurs can increase market share, reduce operating costs and increase employee participation and morale (and also, "strengthen the company's image in the community) (EPA, 2002).
For the uninitiated the EPA document explains that there is indeed a market for green products and gives examples of green products (fluorescent bulbs, 50% postconsumer paper, and processed chlorine free paper).
Moreover, the EPA puts businesses and entrepreneurs in touch with "Green Seal" in order to certify whatever product or service the business wants to market. Green Seal is "The Mark of Environmental Responsibility" and for a business to be officially certified as having a green product, it must pass muster with Green Seal (www.greenseal.org). If the product that a business wants to get certified passes all the inspections necessary, the product or service is then given the "Green Seal Certification Mark" along with text that spells out "the environmental preferability" of the product (www.greenseal.org).
On the Web site Business.Gov (sponsored by the U.S. Small Business Administration) the green marketing regulations are available to be reviewed and printed out. Before a company goes into a marketing campaign for a green-related product, that company must be sure it can legally make certain claims. The Federal Trade Commission (FTC) has rules that "prohibit deceptive acts or practices in advertising, labeling, product inserts, catalogs, and sales presentations" (www.business.gov). The regulations must be complied with or there will be penalties to pay. On the www.business.gov page, there are: guides for making "environmental marketing claims"; information on "how to comply with environmental marketing guidelines"; how to be legal when mailing materials that contain environmental marketing claims; how to "read and interpret environmental claims" made in any advertising or marketing campaign; and "Eco-Speak: A User's Guide to the Language of Recycling" (www.business.gov).
In the publication Strategic Direction an article offers suggestions on how a company can successfully market green products. Eight to ten percent (as of 2008) of consumers are "up for dark green lifestylescomposting and micro-generation"; twenty to forty percent are ready for "light green changesa smaller car, fewer flights"; and sixty to eighty percent of consumers are "up for no-brainersturning down the thermostats to save energy and at the same time heating bills" (Grant, 2008). That said, Grant insists there is a "much bigger swing in consumer attitudes" just ahead; social pressure will come into play and people will be drawn to marketing that promotes sustainable products and services, he adds. Grant, author of the book the Green marketing Manifesto, suggests companies and entrepreneurs focus on "a need, not its current delivery form." Also, Grant writes that one workable trend is moving away from "centralized messages and activities" and moving into projects that are "more open and conversational in involving people with the brandand with each other" (Grant, 2008).
He sites the example of Amazon's
An additional negative aspect can occur when a seemingly green product really isn't, in the long run. As an example, one of the most successful 'green' vehicles is the Toyota Prius. The hybrid Prius has become the status symbol for all of those wishing to flaunt their environmental conscience. However, the vehicle isn't nearly as eco-friendly as the Green Marketing campaigns lead consumers to believe. The nickel metal hydride battery
CSR and Green Marketing Green Marketing and Corporate Social Responsibility This essay examines green marketing and corporate social responsibility practices. In particular, the paper examines the practice of greenwashing, and discusses companies' willingness to exploit green marketing for competitive advantage. The essay also reviews the legitimate use of green marketing as a means of promoting responsible environmental stewardship. Green marketing involves the promotion of products that are marketed as being environmentally safe or
What Will it Take to Make the Public Go Green First, whatever we do, the steps the authors have outlined here must be a part of it. In addition, it is very clear that consumers -- you and I -- are wary and cynical about any and all commercial messages touting just about anything, let alone something that involves sacrifices on our part. Buzz" and "prove it" are the keywords for a
The products were soon withdrawn from the market as they were a complete failure as customers found it inconvenient to have to constantly recharge the electric vehicles given the existence of such a few recharging locations. Also, the consumers were not ready to change their driving habits so drastically and in such a short period of time. Green marketing myopia can also appear when green products are not able to
(Davis, 1994, p. 36) 7.Technological Forces The traditional goals of household cleaning manufacturing has been to seek out chemical rather than natural alternatives, as a result of the fact that natural substances cannot be patented. Yet, these standards really only apply to food and drugs (including vitamins) and combinations of natural and semi-natural chemical combinations may see patens in the future, but currently the old standard creates a difficulty that has
Ocean Village is UK-based and is uses the differentiated experience of offering families the opportunity to define their own cruise itinerary (Kwortnik, 2006). There is freedom as to when passengers will eat, what they choose to participate in, and the concept focuses on breaking out of the mold of highly predictable and regimented cruise programs. The two remaining brands, P&O Cruises Australia and the Yachts of Seabourn, each have
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