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The Business Case for Green
Green Marketing Principles
How Consumers Think About Green
Conducting a Green Marketing Campaign
 

Green Marketing Principles

1. Be Credible

Credibility is essential for successful green marketing. You have to implement sustainable business practices before promoting green products and services or the public will perceive you as cynically taking advantage of environmental concerns.

2. Make Specific Claims

People understand the cost and difficulty in making a product or service completely green. Communicate about the particular attributes that are rooted in sustainability. The FTC offers guidance on what's acceptable: http://www.ftc.gov/bcp/grnrule/guides980427.htm

3. Validate Through Third Parties

Use external organizations, Non-Governmental Organizations (NGOs), or governmental entities to substantiate any green claims. Examples include: UL Environment (Underwriters Laboratories), Ceres, and the EPA's Green Power Partnership.

4. Engage Your Customers

Green consumers have an above average propensity to engage, interact with, and even help companies that are making credible efforts to operate with sustainable business practices and offer green products and services. Use interactive channels to involve your customers in developing and managing your green products and services.

5. Engage Your Employees

In addition to ensuring a consistent message across all customer contact points, your employees can feed green innovation in internal processes and policies. What's more, they will be more productive and loyal as well.

We Can Help You

The Strategic GreenSourceTM Program gives you expertise in
sustainability, marketing, and employee engagement:

Strategic Communications Group Inc



Reduce Expenses by Engaging Employees
   in Sustainable Business Practices

Increase Revenue by Developing
   Innovative Green Products & Services

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