The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding

by Jacquelyn Ottman

Green products have been around since the 1970s, but it's only in recent years that they've become ubiquitous. That's because savvy green marketers are no longer targeting "deep green" consumers with a "save the planet" pitch. Instead, they're promoting the added value their products better health, superior performance, good taste, or cost-effectiveness. In this innovative book Ottman argues that emphasizing primary benefits -- the New Rules -- is critical to winning over the mainstream consumer.

Drawing on the latest poll data and incorporating lessons learned from her clients and other leading sustainable brands -- including GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter & Gamble, Stonyfield Farm, and Wal-Mart -- Ottman provides practical strategies, tools, and inspiration for building every aspect of a credible value-based green marketing strategy. She covers such topics as spurring innovation through a proactive approach to sustainability, developing products that are green throughout their life cycle, communicating credibly to avoid accusations of "greenwashing," teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more.

The New Rules of Green Marketing captures the best of Ottman's two previous groundbreaking books on green marketing and places it within a 21st Century context. Focusing on a new generation of marketers who likely grew up with an appreciation for sustainability, it provides in one place essential strategies, tools, and inspiration for connecting effectively with mainstream consumers.

Genres: Business, Green, Sustainability

272 pages, Paperback

First published October 31, 2010

Reviews

[Alexander K · Rating 4 out of 5]

The New Rules of Green Marketing provides a smooth introduction to how companies can, and should, approach Sustainable Branding. While the topic can be intimidating for marketers for fear being called out for greenwashing, Ottman introduces the five shades of green consumers (we are all one shade or another) and explains how to communicate with each subset of them.
Added value is found in the case studies and company profiles; Timberland and Starbucks included.

[PJ Simmons · Rating 5 out of 5]

Crisp, savvy advice from a seasoned veteran. Solid review of best practice today with window into "next practice" tomorrow. Good overviews of how Timberland and Starbucks have done a lot of things right in this realm.