Last Friday, I had the pleasure of attending a conference hosted by UCLA covering a variety of business topics related to sustainability, corporate social responsibility, and ‘green’. This panel looks at how marketing executives are devising strategies for shaping and managing their brands’ eco-friendly profiles.
I videotaped the ‘Green Marketing Strategies’ session, and broke up the hour discussion into 8 segments for the viewing pleasure at your pace and interests:
- Opening & Introduction
- Consumer Profiles
- Greenwashing
- Branded Content & Connecting with Customers
- Power of Kids & Parents
- Cause Related Strategies
- Q&A – Internal Buy-In
- Q&A – Pricing Considerations
Moderator:
Beverly Macy, Managing Partner/Co-Founder, Y & M Partners, LLC
Panelists (from left to right):
Joe Hartnett, Principal Consultant, Hartnett & Associates
Brenda Lynch, Senior Vice President, Rogers Group
Barbara Manconi, President & CEO and Founder, VERT Brands
Indeed it’s great to see marketing exec’s giving a damn about enviromental issues,well probably cause the general public are enviromentally aware these days.So ‘green’ products are getting much more support and obviously it looks good for buisness and profit.
So I’d place the marketing exec’s more on the profit side of things.
[...] That’s what Mario Vellandi said. [...]
Hi Aaron,
Thanks for stopping by with the comment.
Marketing & Innovation are the drivers of commercial, nonprofit, and governmental activity success.
In any scenario, marketers have to make sure their offering is authentic for one, really makes a difference, is competitive in terms of price/value, and is well communicated & promoted (otherwise no sales and widespread customer adoption). Revenue & profit sure are drivers, but sometimes a product offering’s market potential is a lot of wishful thinking, perhaps based on trends and fads. That’s what we have to be wary of though, so marketers aren’t obviously jumping on some bandwagon while greenwashing their offering….thereby undermining this whole movement (albeit to a small degree).
Secondly, even if the best intent is there to make a difference and offer the public a great product, it has to make business sense and people have to want it…otherwise it’s just a waste of time and capital. But hey, that’s just the nature of business…taking risk in order to make money.