Green marketing is back, as companies ranging from GE to P&G are trying to cash in on the renewed interest in products that help consumers be greener and cleaner. How do you sell “green” in a world with a seemingly insatiable appetite for more, More, MORE In a world in which Wal-Mart, GM, and BP are waving the green flag, how can marketers be heard-and believed Makower provides real-world tales from the trenches, the latest market trends, and insight and inspiration to help marketers succeed in the growing green marketplace.
Audiences will learn:
- The latest market research on consumers’ green attitudes and shopping preferences
- What it really means when people say, “I’m concerned about the environment”
- The great, green chasm — why consumers often say one thing and do another
- Unmarketing — why it’s sometimes better to do more and say less
- Is green concern a passing fad or the way of the future?
- How today’s green heroes can become tomorrow’s targets
- Will consumers switch brands to be green?
- The ten biggest green marketing mistakes
Nearly every company is asking some version of the question, “What’s our green strategy,” though few understand what that means. For some firms, it’s a P.R. exercise; for others, it amounts to “random acts of greening.” But for a handful of leaders it raises key questions: “How do we operate in a world in which energy, water, materials, toxicity, and carbon emissions are constraints to growth? What are the opportunities that affords?” Today, being green is no longer a matter of “doing less bad.” And it’s not simply a matter of “doing well by doing good,” or even improving the bottom line by being more efficient. It’s about growing the top line through innovation, new markets, increased productivity, enhanced customer loyalty, and increased ability to attract and retain talent. How are today’s leading companies integrating environmental thinking into their operations in a way that creates lasting business value? Makower offers context, success stories, and cautionary tales.
Audiences will learn:
- Why environmental issues have risen to the top in a growing number of companies
- Strategies leading companies to harness green thinking to create business value
- The stories behind the environmental programs of leadership companies
- “How good is good enough?” when it comes to company environmental performance
- The challenges of communicating for environmental leaders
- How environmental concerns are leading companies to change their business models
- How a new breed of green innovators is transforming markets