Jacquelyn Ottman is president of J. Ottman Consulting, Inc., a New York-based marketing consulting firm that specializes in helping businesses derive competitive advantage from eco-innovation and green marketing.
Ten years ago, as the U.S. economy headed into the thick of global competition, differentiation became the competitive watchword. I warned then that "new and improved" wouldn't do. That's even truer today.
We have what it takes to slow the warming. Technologies abound that can reduce energy use in homes, offices and other buildings. Let's make them cool! By Jacquelyn Ottman
While labeling that focuses on environmental benefits is indeed on the wane, it is not necessarily a sign that American consumers do not care about our environment. By Jacquelyn Ottman
Know the five strategies that facilitate the innovative culture needed to radically change products and processes toward sustainability. By Jacquelyn Ottman
Although sales and accolades are important at Patagonia, it is clear the company manages with an eye on a double bottom line, measured by a strong corporate culture, and recognition as a force for social and environmental change. By Jacquelyn Ottman