David Wigder's Blog | GreenBiz.com

Blogs - David Wigder's Blog

David Wigder is a Senior Vice President at Digitas, a leading direct and digital marketing agency that is now part of the Publicis Groupe.

'The Cycle' at RecycleBank
By David Wigder, November 17, 2008
With a new job comes new responsibilities, and I'm glad to be able to highlight some of the work I'm now doing at a new position at RecycleBank, like this video keyed to last weekend's National...
Driving Adoption of Renewable Energy: Part II – An Energy Marketer’s Perspective
By David Wigder, August 31, 2008
Interview with Adam Capage, Director, Utility Partnerships, 3Degrees ...
Driving Adoption of Renewable Energy: Part I – A Utility’s Perspective
By David Wigder, August 30, 2008
Interview with Tom Auzenne, Assistant Director, City of Palo Alto Utilities ...
Getting Smart About Green Targeting
By David Wigder, July 25, 2008
An Interview with Amy Hebard, Chief Research Officer and Founder, earthsense. ...
Driving Engagement and Viral Impact in the Green Space: Part II – Original Content
By David Wigder, July 10, 2008
While creating and sharing user-generated content is an effective way to facilitate consumer engagement and viral marketing, it is not the only approach that marketers can take. ...
Driving Engagement and Viral Marketing Impact in Green: Part I - User-Generated Content
By David Wigder, July 07, 2008
Tapping social media to engage consumers as well as facilitate viral marketing has the potential to generate significant results for marketers. ...
Environmental Marketing Guideline Challenges
By David Wigder, July 02, 2008
Recently, the Canadian Standards Association updated its guide for making environmental claims. ...
Managing Environmental Risk by Looking through the Rear-view Mirror
By David Wigder, May 31, 2008
A recent survey by The Economist Intelligence Unit identified both the top influencers of – and benefits derived from - corporate environmental risk management (CERM) programs. ...
Eco-labels Impact Consumer Behavior
By David Wigder, May 23, 2008
Eco-labels influence consumer behavior in two ways. First, they introduce green as a considered attribute at the point of sale. Second, they enable consumers to comparison shop based on green....
Reframing Global Warming Across the Political Spectrum
By David Wigder, May 04, 2008
These days, green marketers are challenged to efficiently reach consumers and effectively impact their attitudes and behaviors. There are many reasons for this of course: consumer attitudes are...
Making What's Inconvenient Matter
By David Wigder, April 30, 2008
An Interview with Mark Williams, EVP/Partner at The Martin Agency and Planning Director for the "We Can Solve It" Campaign ...
Action by Governors Highlights Shifting Sentiment on Green
By David Wigder, April 23, 2008
Last week, I had the opportunity to witness a milestone being reached in the effort to fight global warming: officials from 18 states - representing a majority of the US population - signed an...
Shifting from Product Placement to Engagement in Green
By David Wigder, April 12, 2008
For decades, marketers have leveraged product placement to influence consumers. The idea is quite simple: leverage media to showcase a product or service being used as part of everyday life in...
Open Skies Agreement Provides a Glimpse of What's to Come in a Carbon-Regulated Environment
By David Wigder, March 28, 2008
Today, many executives, and especially those working in carbon-intensive industries, are grappling with how future carbon regulation may impact their businesses and industries. ...
Green Religiosity
By David Wigder, March 15, 2008
Last week, the green movement received endorsements from some very high places. Religious leaders that represent the two largest Christian denominations in the US - more than 66 million Catholics...
Predicting a Green Future
By David Wigder, March 09, 2008
This past week, the Industry Standard (IS), an icon of the late nineties Internet boom, relaunched its online property. It did so, however, not as a publisher of industry content but rather as a...
Shopping for Green Online
By David Wigder, March 03, 2008
An Interview with thepurplebook Founder Hillary Mendelsohn With the exception of a few select product categories, growing consumer interest in green has not yet translated into substantive...
Tapping the Emerging Celebrity Power of Online Influentials
By David Wigder, February 08, 2008
Today, online influentials are emerging as "celebrities" of sort, based not only on their domain knowledge but on their ability to attract and engage audiences online. ...
Green Content Syndication: Part III - Activating Diggers
By David Wigder, February 03, 2008
Today, dozens of social news sites exist where users bookmark content for the site's community to view and rate. Specific content related to the environment is available on both general news...
Green Content Syndication: Part II - Top Environmental Diggers
By David Wigder, January 31, 2008
One of the most effective ways to syndicate content is by activating power users on sites such as Digg. Quite simply, "Diggers" uncover and bookmark interesting content - news articles, images...

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