Green is changing the marketing world. This report argues that ‘green’ corporate and marketing strategies can help companies increase sales, enhance brand reputation and customer loyalty, cut costs, improve productivity, build competitive advantage, and attract employees and investors—all while contributing to cleaner communities.
To achieve these benefits, however, companies must promote products and services with real environmental benefits, and the accompanying marketing campaign must be truthful and sincere. Otherwise, firms may open themselves to charges of ‘greenwashing.’
The report focuses on the ways corporate marketers can take advantage of the opportunities unfolding today. It analyzes trends, and profiles several leading green companies and initiatives. It emphasizes the use of Internet-based marketing strategies, tools, and techniques, but it also discusses more traditional approaches, such as experiential marketing, placing promotions on product packaging, and incorporating natural elements into advertising campaigns. The role of the CEO receives particular attention.