Green Consumers Want Companies to Help them BE GREEN
71 percent of consumers wish companies would do a better job of helping them understand the environmental terms they use to talk about their products and services.
Selling Sustainability to Consumers: An Uphill Battle?
To move towards a sustainable economy, consumers need to want it and that's a challenge for communication professionals
Advertisers have long since abandoned any effort to sell their wares on the basis of fu...
Are you Feeling Shame about not Buying Green? Only in Clorox Green Works’ New Campaign
What do you think is the top issue women feel pressured about? Being thin? Getting married? Making sure their children do well at school? No, no and no. Women, apparently, mostly feel pressured about being envi...
The FTC Green Guides finally get picky about greenwashing
The FTC is finally putting their foot down (both of them) about the term ‘green’, along with such related “generalized environmental claims” as ‘eco-friendly’ and ‘Earth smart’.
Apple still lags in defining a social purpose
Recently, it was announced that Apple’s stock market value had neared $625 billion, making it the most valuable company ever. The headlines made me re-consider an article I wrote for Forbes last August called W...
Navigating the Best Practice Jungle – When best practice isn’t the best strategy
In the 1980s, the Brundtland Commission sent the idea of sustainable development ricocheting through the annals of history and organizations around the world. Since then, there has been an astonishing amount of...
Communicating with sustainability cynics just got a whole lot easier – “We’ve cracked the Code”
Shelton Group researchers and a noted behavioral scientist have collaborated to “crack the code” on the green marketing conundrum: How do you overcome cynicism and skepticism to persuade consumers to buy sustai...
Are We Ready to Move Sustainability Forward?
We have marketers who are inadvertently greenwashing because they don’t know better and more importantly, green claims are not being enforced by government or retailers.