After years of confusion over use of environmental marketing terms and ensuing backlash from skeptical consumers, some marketers are now getting it right. With Earth Day coming up April 22, here are some lessons toward executing your own successful green marketing. Green up your product before forced to. Global awareness about environmental ills like ozone layer depletion, climate change and natural resource depletion continues to build. Legislation is swiftly being enacted on the foreign and domestic fronts.
Children learn about the issues in school and want to act at home.
You'll soon be hearing about ISO 14000, the environmental counterpart to ISO9000, the international quality standard. Communicate the environmental aspects of your products-especially recycled content. Heightened awareness for environmental ills has created 180-degree shifts in the way consumers view products. Less packaging is now more. Consumers are increasingy relying on corporate reputations in addition to trusted brand names to guide their purchasing decisions.