I recently came across the syllabus I put together for a graduate-level course in green marketing and communications and looking it over, it occurred to me that the materials included in the required reading list would outfit a nice library for anyone interested in learning about the topic.
Author: Jennifer Kaplan
- Corporate Social Responsibility
- Human Resources
- Legal Structures
- Sales & Marketing
- Small & Medium Business
- Climate Change Solutions
- Consumer Products
- Green Business Ideas
- Green Startup Jobs
- In-Focus Sponsored Posts
- Sponsored Post
- Your Sustainability Story
I was recently asked for a list of top-ten green marketing campaigns so here is mine in chronological order. Some were created for large companies and some for small companies, but they all share in their innovation and how they changed the conversation about how to market green.
Social media gives small businesses a platform to amplify their voice and visibility among prospective customers. For many small businesses, this is a rich opportunity, as you can see in the following infographic – a look at social media use by small businesses (click image for full size version).
Large manufacturers will continue to drag ecopreneuers to court, so be 100% honest and transparent in your marketing claims. The truth is on your side after all.
Yesterday the U.S. Green Building Council was cleared of false advertising over its LEED certification. However, this speaks to the heart of the perennial question: What is greenwash?
You’ve seen them on billboards, tv commercials, newspaper and internet ads: businesses claiming virtue by appearing to lighten their environmental impact. “Going green” may be the new trend but how can you discern genuine sustainable action from PR pranks? How can you tell which companies are walking the talk and which are just trying to open our wallets?
A few weeks ago, a group of concerned citizen groups (this blog included) filed a complaint with the FTC about the potential greenwashing resulting from the a new advertising program being sold by CBS. Here is the response from the FTC: The saddest thing about all this is that the CBS program has the potential […]
Fighting childhood obesity, helping schools save money, and saving the planet with Ecopreneur Dan Gibbs. Childhood obesity is on the rise, and having a healthy school lunch is one way to fight this problem. While many schools are working to improve their lunch programs, it’s not uncommon still to see pre-packaged and unhealthy foods piled […]
Yesterday I wrote about how CBS’ EcoAd program has been charged with deceptive greenwashing by this blog and other environmental groups. I was glad to see that the story was picked up all over the world and especially on one of my favorite blogs Triple Pundit. It was on the Triple Pundit post that I […]
Consumer and environmental groups yesterday sent a formal complaint to the Federal Trade Commission, asserting that the “EcoAd” program recently launched nationally by CBS/EcoMedia is in violation of federal law and the agency’s “Green Guides” for environmental claims. In the complaint, Ecopreneurist (I blogged about the EcoAd program in January) along with the Center for Environmental […]
This infographic compares the worst oil spills in history, taking into account not only size, but economic and environmental damage. Figures for the current spill in the Gulf of Mexico are estimates, and this infographic uses these estimates to put the current spill into historical perspective. Follow the link to see a blowup of the […]
Its a common story. A business from out of town swoops in, buys a local business and the locals suffer. Last year Vail Resorts made a clandestine purchase of Northstar-at-Tahoe in California. Immediately locals expressed fear of ticket price increases and “Northstar Facebook fans went into a tizzy.” Well, their fears were well founded. To start, […]
This environmental infographic shows consumption levels of various materials and relative timelines until we run out of them. It also shows the impact of American consumption, in particular, and makes the point by showing the even worse spot we’d be in if the world’s per capita consumption rate was just half that of the United […]
Looking for a model of good, green entrepreneurship? Well look no further than sweetgreen. Started by three entrepreneurial 24-year old Georgetown grads in D.C. in 2007, sweetgreen is reinventing fast food, turning it into a healthy, casual, sustainable alternative. Having eaten there many times, I can tell you that it’s addictive. It is a winning […]
Skyline Solar, a manufacturer of High Gain Solar (HGS) arrays, is a company to keep your eye on. Not only is Skyline beginning to generate a good amount of traction in the media including Silicon Valley/San Jose Business Journal, Reuters,CNET and as well as several renewable energy publications, but their system was innovative enough to attract $24. […]
Sustainable business in 2011 looks much different than it did just a few years ago. The majority of companies are now adopting rudimentary corporate responsibility stances, like tracking enterprise carbon or reporting on their social investments. This complimentary webinar and hear how leading companies are differentiating themselves through sustainable product and service design. Industry expert […]
After months of speculation, the coveted iPhone 4 is now available through Verizon. Market observers believe that Verizon could sell as many as 25 million of these gadgets in 2011 alone, as almost one-third of the company’s subscribers indicate that they will definitely switch to the iPhone this year. via Secure TradeIn Prepared For Massive […]
Each year marketing geeks (like here and here and here) around the country review and dissect Superbowl ads. But for me, I love Superbowl ads because there’s really no better place to gauge mainstream marketing messaging and that includes for green. Last year the folks at Audi aired a controversial ad for the AUDI A3TDI. […]
Yesterday while in Sacramento while I was waiting to attend a seminar called: “What Matters to Millenials” moderated by Leah Hennessy of Millenier, Inc., not much was happening in the press room of the Unified Wine & Grape Symposium, the largest wine conference in America. However, I’m caught by the fact that virtually the only materials […]
“We are talking about a for-profit program that’s primary value (to the advertiser) is derived by including a “digital green leaf” on an ad and that uses privately held criteria, that receives funding from the sale of the products and that is potentially confusing to consumers.” So, I want to start by saying that Paul […]