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Making a green product or service is one thing. Getting people to buy it is another. That requires marketing, an age-old activity that is equal parts art and science. As more companies -- and their advertising, marketing, and public relations partners -- engage in green marketing, and as public awareness and concern over environmental issues rises, the challenges of green marketers will become increasingly vexing and complex.
News
The Global Reporting Initiative has recently come out with comprehensive guidelines on sustainability in the media industry, but will major media companies adopt key measures?
Latest News
We've always looked at the problem of sustainable consumption as needing to convince individuals to buy less. But the real challenge may be in convincing companies to sell less -- and to make what...
The 20th anniversary of one of the first large-scale studies on the green consumer shows how far we've come -- and how very much further we have to go....
Everyone's talking about the power of social networking as a sustainability communications strategy, but very few are doing it well. Once you're walking the walk, here are six steps to get you......
The writer and marketing consultant shares his take on the evolution of sustainability, navigating the new economy, and what companies need to pay attention to – and let go of – to......
The third annual Newsweek green rankings, released last month, are beginning to have a big impact on corporate behavior and disclosure. And yet, Newsweek -- and just about every other green......
Portland, Oregon's Bamboo Sushi is powered by wind energy, Marine Stewardship Council-certified, and is singlehandedly proving that sustainable sushi doesn't have to be an oxymoron.
The group's Sustainable Packaging Coalition is launching a pilot project -- with big-name retail backers -- to develop and test a standardized recycling label for all types of packaging that will......
Sustainable consumption is an attempt to resolve the tension between limited resources and consumer demand -- now we just need to show people how it works....
The last throes of Solyndra mark not the end of green energy but the beginning of the industry's shift from technological innovation to market and brand innovation. Will today's cleantech darlings......
Walt Freese, the appropriately named former head of the do-gooder ice-cream company, dishes on the importance of a values-driven work life, the significance of being authentic and how employee......
Marketing guru and author Laura Ries has a lot to say about why green products are seen as inferior, why green alone is not a strong selling point, and the problem with "natural."...
The third annual global day of action on climate change takes place on Saturday. Here's a strategy from 350.org and Green Media Ventures that can help you make an environmental campaign stand out......
The latest in a long line of green consumer surveys finds that the market for sustainable products is near a tipping point, but that shoppers want a single score to quickly convey the......
Relentless hype about the size and enthusiasm about the LOHAS market aside, companies selling green products face enormous obstacles from shoppers and retailers alike. How can you turn passion......
A signficant shift is underway in the how shoppers feel about corporate sustainability: They're no longer faulting companies for being less-than-perfect on green issues, but they want to hear your......
Companies that have been engaged in environmental initiatives but haven't been communicating them are surprisingly common. Here's how to find not-so-buried treasure when it comes time to highlight......
Energy-related CO2 rises, along with GDP in 2010; Nike steps up efforts to squeeze toxics from its supply chain; Seventh Generation adds a new marketing manager....
Passive buildings -- which use non-mechanical methods of heating and cooling and use 80 percent less energy than "active" buildings -- are a shining example of a great green idea that......
Green innovators and marketers can be guilty of hyping every green innovation as the best solution for every need. There are the problems with forcing niche products on the mass market, and......
Conventional wisdom holds that the best way to bring about sweeping culture change is to jettison old ways and jolt the existing culture into a new reality. Management experts offer a different......
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Zipcar's co-founder and former CEO discusses how sharing taps into excess capacity in......
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- The role of information as a tool for market transformation in the buildings sector, how......
Professional Services Directory
Find great professional service providers who specialize in green business. GreenBiz.com's Professional Services Directory lists great resources in sustainability strategies, energy efficiency, marketing, supply chain, recruiting and HR, and many more.
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