StrategicNYCSocial

The Basics of Green Marketing 

Glen Franklin, Director at Strategic Green Source and former SVP of Product Development at Citigroup shares his top tips for implementing a green marketing program.

1. Be Credible

Credibility is essential for successful green marketing. You have to implement sustainable business practices before promoting green products and services or the public will perceive you as cynically taking advantage of environmental concerns.

2. Make Specific Claims

People understand the cost and difficulty in making a product or service completely green. Communicate about the particular attributes that are rooted in sustainability. The FTC offers guidance on what's acceptable: http://www.ftc.gov/bcp/grnrule/guides980427.htm

3. Validate Through Third Parties

Use external organizations, Non-Governmental Organizations (NGOs), or governmental entities to substantiate any green claims. Examples include: UL Environment (Underwriters Laboratories), Ceres, and the EPA's Green Power Partnership.

4. Engage Your Customers

Green consumers have an above average propensity to engage, interact with, and even help companies that are making credible efforts to operate with sustainable business practices and offer green products and services. Use interactive channels to involve your customers in developing and managing your green products and services.

5. Engage Your Employees

In addition to ensuring a consistent message across all customer contact points, your employees can feed green innovation in internal processes and policies. What's more, they will be more productive and loyal as well.

For more information on sustainability initiatives and communications and how they can help your business visit http://www.strategicgreensource.com/ or contact 212.802.0800 / info@scgnyc.com