Overview

For too long, marketers of sustainable goods and services have targeted ""deep green"" consumers to promote their products – and they have little to show for their efforts. In this innovative book, Jacquelyn Ottman shows how the green market has moved beyond such niche marketing, and how marketers will find greater success promoting the inherent superior value of their offerings.  Greener products are now available within every industry and are a part of our everyday lives. But they didn't get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products have grown so fast because of the added value they provide: health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits – the new rules – is critical to winning over the mainstream consumer and to driving overall organizational growth. The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity, and how readers can adopt this approach in their own organizations. Illustrated by examples from both international mainstream and the more niche ""deep green"" leaders who are showing everyone else the way, the book provides practical strategies, tools and inspiration for building every aspect of a credible value-based green marketing strategy, including:How to use a proactive approach to sustainability to spur innovationHow to frame environment-related benefits with relevance to mainstream brandsHow to communicate with credibility and impact – and avoid ""greenwashing""How to team up with stakeholders to maximize outreach to consumersHow to use a life cycle orientation to ensure the integrity of one's offeringsHow to best take advantage of recent technological advances in social mediaDrawing on the latest data from leading researchers and reflecting on learnings from Ottman's corporate clients and other pioneers including GE, Nike, HSBC, Method, Starbucks, Timberland, HP, NatureWorks, Philips, Procter & Gamble, Stonyfield Farm and Wal-Mart, this book shows how market leaders are edging out the competition using effective value-first marketing strategies.  This book captures the best of the author's previous groundbreaking books on green marketing and takes the content into the 21st century. Whereas earlier works focused on readers who were less familiar with green initiatives, this work squarely focuses on a new generation of marketers who likely themselves grew up with an appreciation of sustainability and who want and need to know how to connect effectively with mainstream consumers.

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9781906093440

Table of Contents

Reviews

{In conclusion}: this is a really interesting and actual perspective of green marketing. This reality is been assuming more and more importance since the marketplace became, and will become even more green and socially responsible and aware. Organisations face now new challenges associated with sustainable branding and environmental management that could be better supassed by following the The new Rules of Green Marketing . -- Arminda M. Finisterra do Paco Springer Are you following the new rules of green marketing? [...] It is the kind of book that you pick through, dog-ear, highlight and scribble in. It overflows with insightful marketing, smart case studies, and lists of references, resources and do's and don'ts for successful green marketers. It now adds another pound or two to my briefcase, even when I try to shoo it away. When it appears again on my office desk or in my home den, I find myself indiscriminately opening it and learning in 5-minute chunks. [..] If you're a brand manager, chief sustainability officer, or ad agency consulting with a self-proclaimed green person, product, company or cause, then you need to read, no, wait, own, The New Rules of Green Marketing. It will give you an immediate jump on your competition through its encapsulation of decades of proven green marketing experience combined with current and relevant resources. Read more ... -- Park Howell Park Howell blog, 5 April 2011 It sounds like it couldn't be simpler. According to Jacquelyn A. Ottman, the five strategies for establishing credibility for sustainable branding and marketing are: 1. Walk your talk. 2. Be transparent. 3. Don't mislead. 4. Enlist the support of third parties. 5. Promote responsible consumption. Don't be fooled. Behind these 16 harmless words lie an array of theories, models, approaches, frameworks, do's and do not's, regulatory imperatives, consumer analytics, trends, surveys, reports, examples, case studies and commentaries on the entire spectrum of presenting your products and services in an environmentally responsible way, and Ottman's book covers as many of them as you can cram into a compact 223 pages of text and references. As someone who, modestly, believes themselves to be above average on environmental awareness and reasonably up-to-date with the world of sustainability, cause marketing and green corporate initiatives, I found The New Rules of Green Marketing refreshingly informative and enlightening, and I enjoyed reading about many examples that I had not come across before, all put together in a well-ordered and logically-flowing volume. The New Rules of Green Marketing is a book you have to read from end to end. It's written in a punchy, fast-paced style and each page is full to the brim of wise guidance, with references to just about any company, I think, that has ever done anything remotely green. ... The book is full of real, accessible and re-applicable examples of what great companies are doing ... ... Her voice on green matters is authoritative and her book is compelling. If you are currently a Drifter or an Unconcerned, be careful, because reading this book might just turn you into one of the 43 million LOHAS consumers who are continuing to expand in number as you read this. Full review -- Elaine Cohen CSRlive Commentary, 23 February 2011 Ottman's new Green Marketing book: Must read I received a copy of Jacquelyn Ottman's The New Rules of Green Marketing for review a few weeks ago, and have been intrigued and engaged about the ideas presented inside since I picked it up to read last week. The subtitle of the book is Strategies, Tools, and Inspiration for Sustainable Branding. It is intended to mean for those looking to market their brands in a sustainable fashion, here are some ideas, checklists, and practical knowledge to make that happen . The reason everyone should read the book is that the headline could also easily mean and deliver upon this message: here are some ideas, checklists and practical knowledge for anyone who strives to build a brand with longevity . Ottman's rules transcend just green marketing to good marketing . ... Rarely do I find a book that stays true to the craft but extends it meaningfully in a particular direction ... This book is about being a great marketer, meeting current consumer needs and often demands for responsible brand values and activities, and is a terrific source of great ideas and stories of how to market well. Its big difference is that the stories are specifically green in nature and that the guidelines are exclusive to green communication. That said, woe is the brand of any ilk that doesn't take these lessons to heart. Ms. Ottman is one smart marketer. I'd recommend anyone in the profession picking this book up, pouring yourself a cup of tea, and immersing yourself in a fine read that will leave you energized about our craft and with tools to create better brands in an ever-changing world. Full review -- Ann Stone, Marketer, Leader, Teacher, Speaker C is Just a Letter blog, 23 February 2011 Jacquelyn Ottman's The New Rules of Green Marketing is a set of refreshing rules with which the green marketer should comply, particularly in the currently dynamic epoch of sustainability. A practical guide and comprehensive reference, The New Rules of Green Marketing deals with the issues raised by companies and individuals who are interested in mainstreaming sustainability in their approach to product development and communication. Ottman's style is engaging as she combines data and observations. She elaborates detailed strategies which are supplemented by case studies from multinational brands such as GE, HSBC, Nike, Procter & Gamble, Toyota and Wal- Mart. Towards the end of the book, Ottman dedicates a whole chapter to discuss the performance of two prominent leaders in sustainability practice, Timberland and Starbucks, which helps readers get a clearer picture of how to implement a holistic green marketing philosophy. In the beginning of the book, Ottman presents readers with a list revealing the 20 New Rules of Green Marketing. The book's chapters elaborate on topics such as green mainstreaming, understanding the green consumer, the new green marketing paradigm, designing greener products, sustainability innovation, communicating sustainability with impact, establishing credibility and avoiding greenwash as well as partnering for success. A checklist is presented at the end of each chapter to help readers sum up the ideas covered. Ottman admits that the book is written primarily from the perspective of an American, and this is demonstrated by the use of statistical data coming mostly from the US. In doing this, there is the potential concern that the sustainability campaign - a global phenomenon - might be perceived as the work of only developed nations, leaving questions and doubts about what other parts of the world need to do. Nevertheless, The New Rules of Green Marketing deserves appreciation for its determined mission to present a sustainable and greener future. Whether you are a sustainability director, a brand executive, entrepreneur or venture capitalist, a professor or a student - or whoever else - its insightful tools will serve as a valuable and enlightening resource. -- Mardian Marsono CSR International 3.1 (January 2011), Book Review Digest This is a first class book for the client who wants to keep his marketing or PR company honest with regard to claims, approaches and marketing and advertising pitches. It has all the information needed to check the experts. At the beginning of the book are the 20 New Rules of Green Marketing. They are simple, clear, practical and explanatory and leave no room for confusion or doubt. The rest of the book unpacks much of the detail behind the 20 rules and provides the meat and motivation behind the words. The case studies and examples illustrate the whys and wherefores and enable the cynic or the denialist to be easily countered and out argued. The ten chapters provide the basis for change, if it hasn't already taken place in an organisation. The titles of the chapters are: green is now mainstream; we are all green consumers; the new green paradigm; designing greener products - a life cycle approach; innovate for sustainability; communicating sustainability with impact; establishing credibility and avoiding greenwash; partnering for success; two sustainability leaders that superbly address the new rules; and a conclusion. The author has spent over 20 years of her working life advising businesses in the US on green marketing strategies and this shows clearly in the content of this book. The book's Ameri-centric focus means that many of the greening marketing issues associated with developing countries do not clearly emerge but that does not reflect negatively on the excellent book content. Recommended. Especially for those businesses who are strongly focussing upon green as part of their brand and image. The book really does enable the novice to question the policies and approaches of so-called expert green marketers. -- Arend Hoogervorst Eagle Bulletin 20.4 (January 2011) I was attracted to Ottman's book as too many marketing books follow the traditional orthodoxy . This one certainly offers a different take on the subject. The cross-functional information is a welcome change, embracing marketing, operations managers and general management. As Ottman so succinctly puts it, A new paradigm has emerged requiring new strategies with a holistic point of view and eco-innovative product and service offering. After a discussion of green marketing strategies, Ottman includes two chapters which outline product design issues and innovation. These are particularly welcome as they introduce the basic concepts in a readily understandable manner, without too much jargon yet linking the issues through practical examples. Some people like checklists and rules and each chapter has a new rules checklist. These lists are useful aide memoires and could form the basis of training workshops... The challenges of communication are well covered, but the most interesting chapter is that on establishing credibility and avoiding greenwash . The latter is so important in influencing customer perceptions that it was given a chapter of its own. How poor PR can damage a brand, lead to boycotts and loss of market share is illustrated by the ways in which over-stating a company's environmental credentials can reduce customer confidence. This chapter includes a good discussion of eco-labels and the limitations of different types of label. ... Her practical examples are useful and extremely relevant and a list of useful web sites such as certification bodies and pertinent organizations is appended. Students will enjoy the informal style of the book, but it is not an academic text. -- Philippa Collins Greener Management Journal 3.2 (2/2011)

Are you following the new rules of green marketing? [...] It is the kind of book that you pick through, dog-ear, highlight and scribble in. It overflows with insightful marketing, smart case studies, and lists of references, resources and do's and don'ts for successful green marketers. It now adds another pound or two to my briefcase, even when I try to shoo it away. When it appears again on my office desk or in my home den, I find myself indiscriminately opening it and learning in 5-minute chunks. [..] If you're a brand manager, chief sustainability officer, or ad agency consulting with a self-proclaimed green person, product, company or cause, then you need to read, no, wait, own, The New Rules of Green Marketing. It will give you an immediate jump on your competition through its encapsulation of decades of proven green marketing experience combined with current and relevant resources. Read more ... -- Park Howell Park Howell blog, 5 April 2011 It sounds like it couldn't be simpler. According to Jacquelyn A. Ottman, the five strategies for establishing credibility for sustainable branding and marketing are: 1. Walk your talk. 2. Be transparent. 3. Don't mislead. 4. Enlist the support of third parties. 5. Promote responsible consumption. Don't be fooled. Behind these 16 harmless words lie an array of theories, models, approaches, frameworks, do's and do not's, regulatory imperatives, consumer analytics, trends, surveys, reports, examples, case studies and commentaries on the entire spectrum of presenting your products and services in an environmentally responsible way, and Ottman's book covers as many of them as you can cram into a compact 223 pages of text and references. As someone who, modestly, believes themselves to be above average on environmental awareness and reasonably up-to-date with the world of sustainability, cause marketing and green corporate initiatives, I found The New Rules of Green Marketing refreshingly informative and enlightening, and I enjoyed reading about many examples that I had not come across before, all put together in a well-ordered and logically-flowing volume. The New Rules of Green Marketing is a book you have to read from end to end. It's written in a punchy, fast-paced style and each page is full to the brim of wise guidance, with references to just about any company, I think, that has ever done anything remotely green. ... The book is full of real, accessible and re-applicable examples of what great companies are doing ... ... Her voice on green matters is authoritative and her book is compelling. If you are currently a Drifter or an Unconcerned, be careful, because reading this book might just turn you into one of the 43 million LOHAS consumers who are continuing to expand in number as you read this. Full review -- Elaine Cohen CSRlive Commentary, 23 February 2011 {In conclusion}: this is a really interesting and actual perspective of green marketing. This reality is been assuming more and more importance since the marketplace became, and will become even more green and socially responsible and aware. Organisations face now new challenges associated with sustainable branding and environmental management that could be better supassed by following the The new Rules of Green Marketing . -- Arminda M. Finisterra do Paco Springer

Author Information

A true pioneer in green marketing, Jacquelyn A. Ottman has been consulting in the arena of green business for over 20 years as the founder and president of J. Ottman Consulting, Inc. Ottman and her team have helped over 60 of the Fortune 500 find competitive advantage by leveraging credible green marketing and eco-innovation strategies. Clients include: 3M, GE,GE, HSBC, Johnson & Johnson, Epson, HSBC, Nike and Samsung. As an advisor to the U.S. government's voluntary eco-labeling programs, Ottman has helped guide the marketing of the U.S. EPA's Energy Star, SmartWay and Design for Environment eco-labels, and is currently assisting in the launch of the USDA's BioBased label. A sought-after speaker at industry conferences and corporate gatherings in North America, South America, Asia, and Europe, she co-chairs both the Sustainable Brands conference, and is a co-founder of the Sustainable Business Committee of the Columbia University Business School Alumni Club of NY where she founded a certificate program in sustainable design. In 2004, Ottman and her colleagues were the principal organizers of the Design:Green educational initiative which was created under an EPA Innovation Grant with the goal of jumpstarting eco-design education in the U.S. Endorsed by the Industrial Designers Society of America, it gave over 4000 practitioners and students a grounding in the principles of eco-design and green marketing via workshops which were held across the country. Today, the initiative continues via an online course that Ms. Ottman created for the Minneapolis College of Art and Design. A former advertising executive on consumer packaged goods businesses at major New York advertising agencies, Ms. Ottman graduated from Smith College and attended the NYU Graduate School of Business. She is the author of the bestselling Green Marketing: Challenges and Opportunities for the New Marketing Age (NTC Business Books, 1993) revised in 1998 as Green Marketing: Opportunity for Innovation. Frequently quoted in major business publications, she blogs at greenmarketing.com/blog.

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