The New Rules of Green Marketing
Strategies, Tools, and Inspiration for Sustainable Branding
By: Jacquelyn A. Ottman
Published: February 14, 2011
Format: Paperback, 256 pages
ISBN-10: 1605098663
ISBN-13: 978-1605098661
Publisher: Berrett-Koehler Publishers
"Back in the 1960s, trying to lead an environmentally conscious lifestyle, and especially integrating green into one's shopping, was a very fringe phenomenon. But now it's decidedly mainstream - and changing the rules of the marketing game in a very big way", writes green marketing expert and pioneer Jacquelyn A. Ottman, in her revolutionary and very practical book The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. The author describes the how the very essence of green marketing has transformed from an environmental emphasis to that of stressing the added value offered by green products.
Jacquie Ottman recognizes how being a green consumer is no longer a lifestyle statement, but is a mainstream decision based on selecting quality products. The author points out that environmentally friendly products offer the benefits sought after by the mass market consumer. These qualities include better health, top notch performance, excellent flavor, and are very competitive prices. For Jacquie Ottman, the choice to purchase green products isn't about sacrificing quality, taste, and selection for a good cause. Instead, she describes green products as providing excellent quality and value in their own right. As a result, the entire marketing emphasis for green products has shifted from one of targeting the environmentally focused buyer, to that of showing the quality and cost effectiveness of the product. In other words, green marketing is now a mainstream process.
Jacquelyn A. Ottman (photo left) understands that the rules of green marketing have changed in a profound way. The new rules not only include product marketing and promotion, but also transform the entire organization in a very fundamental manner. Through a deeper understanding of sustainability, and the mainstream consumer demand for environmentally friendly products, the need for green thinking has entered every aspect of the leading companies. From the very beginning of the product innovation process, sustainability receives the utmost consideration. By designing products that are not only green in their conception, but also sustainable throughout their entire usage cycle, the company avoids the dreaded greenwashing label. By practicing transparency in the entire process, and through communicating the goals and practices of the product and its uses, a company will gain credibility. That reputation is essential in reaching today's more aware and discerning customers. The new rules of green marketing require authenticity, and an openness that transcends traditional and green product marketing.
For me, the power of the book is how Jacquelyn Ottman combines the principles of product marketing with environmental sustainability. She moves far beyond the standard concepts for marketing green products and moves them into the mainstream of marketing thought. The entry of sustainable products into the market not only changes the marketing sphere, but transforms the way the entire company approaches environmentally friendly products as well. Jacquelyn Ottman demonstrates how this symbiotic relationship takes place in the real world as well, through the use of case studies, where leading companies apply the theory and practice of sustainability, green marketing, and environmentally authentic communications with their customers.
Jacquelyn Ottman combines effectively the theory and the techniques for turning both traditional and green marketing upside down. Overall, the author takes a holistic examination of how sustainability can transform the entire organization in a positive way. The book contains advice, ideas, and best practices, as well as step by step procedures and check lists, to ensure the seamless integration and application of the new rules of green marketing. The author develops a bold and innovative approach to marketing that is not only sustainable but profitable as well. The strategies and tactics outlined in the book are designed to stimulate creativity and fresh thinking on green products and their marketing techniques.
I highly recommend the definitive and must read book The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding by Jacquelyn A. Ottman, to anyone seeking a fresh and dynamic approach to green marketing that will change the way the organization considers and executes its entire green marketing thinking and actions. This book is a wake up call for any companies who still believe the old rules of green marketing still apply.
Read the essential and game changing book The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding by Jacquelyn A. Ottman, and put the new rules of green marketing to work for your organization. Your marketing will improve and your customers will flock to your sustainable products in the marketplace.
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