23 May '11, 11am

Green Marketing: It's Alive but Needs a Makeover

Green Marketing: It's Alive but Needs a Makeover

1. It's not working. Consumers are confused. They don't trust companies but they do trust brands. Companies that align sustainability and profitability aren't "believable." Consumers are confused. It is true. We've seen it in action in many instances. For example, after six years of running an award-winning retail program specifically designed to educate mainstream consumers on what organic means, they still don't know. There is simply too much misinformation for consumers to know whom to trust. The notion that they trust brands but not companies doesn't go far enough though. Consumers don't trust companies or brands. Why? Brands haven't earned their trust in the environmental space. Too many brands jumped on the green bandwagon thinking that they could sell their products by slapping on a green sheen. Their actions created this trust backlash regarding all things green. C...

Full article: http://www.greenbiz.com/blog/2011/05/23/green-marketing-i...

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