The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding

Green products have been around since the 1970s, but it'sonly in recent years that they've become ubiquitous. It'snot because consumers suddenly prize sustainability aboveall. It's because savvy green marketers are no longertrying to "sell the earth" -instead they're promoting thevalue their products provide: better health, superiorperformance, good taste, cost-effectiveness, or simplyconvenience. This central emphasis on primary benefits -the new rules - is critical to winning over themainstream consumer. The New Rules of Green Marketinghelps readers understand why value-based sustainabilitymarketing has become a critical organizational capacityand how they themselves can adopt this approach. Drawingon the latest data from leading researchers andreflecting on learnings from her corporate clients andother pioneers - including GE, Nike, Method, Starbucks,Timberland, HP, NatureWorks, Procter & Gamble, StonyfieldFarm, and Wal-Mart - Ottman provides practicalstrategies, tools, and inspiration for building everyaspect of a credible value-based green marketingstrategy.