14 Jun '11, 12pm

4 Tips to Keep Up with the Evolution of Green Marketing

4 Tips to Keep Up with the Evolution of Green Marketing

Last month, Joel Makower, executive editor of the GreenBiz Group, wrote that green marketing is over . His conclusions, similar to those of a recent study by OgilvyEarth , ignited impassioned commentary among green consultants and marketers. 

 But it hasn't gotten broader attention -- which may be a good thing, since Joel's argument is easy to misinterpret. Indeed, as Joel importantly points out, marketing green is thriving in many ways and evolving rapidly; just a narrow slice of the practice is fading away. While Joel doesn't directly define green marketing in the piece, his implicit definition is narrow. "Green marketing... is aimed at getting people to buy stuff that is better for the environment," he writes. It focuses on a "more just and sustainable world;" any marketing that focuses on non-environmental aspects of a product (e.g., hybrid cars' convenience) isn't "g...

Full article: http://www.greenbiz.com/blog/2011/06/14/4-tips-keep-evolu...

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