The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding Review

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The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding ReviewWith its many big-corporation examples, extensive use of research-based statistics, and numerous charts, graphs, bullet points, and checklists, this is a green marketing book that could be widely adopted by green MBA programs. And true to its title, there are lots of rules--as well as big strategic questions starting right from the beginning (the first group is on page 21). But even if you're not an MBA student, and your business is much smaller-scale, there's a lot of wisdom here.
It's also one of the most holistic green marketing books I've seen, considering whole-lifecycle processes such as energy and water used in manufacture and transportation, and questions of end-of-life disposal in determining whether a particular path is actually green. This depth of insight plays out especially well in her section on holistic product design, and in her examination of various tradeoffs in greenness. But always, she rightly insists, green products have to deliver the same quality and value; the market won't put up anymore with the shoddy design of some '70s and '80s-era green products, and they don't have to, because today's green products are as good as their "brown" competitors, if not better.
As a consultant to many large companies, Ottman has learned a thing or two about the complexities of moving society down a greener path, one business initiative at a time. And she points out that brands themselves have to position themselves as green, because if there are no certification labels, a brand's reputation determines whether it finds favor with green consumers. She concludes the book with profiles of two such brands, Starbucks (not the greenest coffee company by a long shot, but the one that buys the most organic and fair-trade coffee) and Timberland.
Those green consumers, she points out, are segmented in many different ways: from shade of green to age group (each of which responds best to its own particular marketing hot buttons). Oddly, she examines boomers, and Gens X, Y, and Z--but not elders. In my experience, elders (born before or during World War II) include a strong cohort of environmentally concerned and actively involved citizens, drawn to green buying because of both health and environmental concerns, and bringing a long-term perspective--they remember life before our instant/plastic/packaged current reality, and in many cases, they have quite a bit of disposable income. She also fails to differentiate urban, suburban and rural audiences, and--having lived in both megacities and small villages--I can tell you there are huge differences in the way you want to market to these different demographics.
But these are a minor quibbles. It's a book well worth reading (and taking notes from), and an excellent companion to my own Guerrilla Marketing Goes Green.The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding Overview

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