Rules Of The Green

Green products have been around since the 1970s, but it's only in recent years that they've become ubiquitous. That's because savvy green marketers are no longer targeting "deep green" consumers with a "save the planet" pitch. Instead, they're promoting the added value their products provide: better health, superior performance, good taste, or cost-effectiveness. In this innovative book Ottman argues that emphasizing primary benefits -- the New Rules -- is critical to winning over the mainstream consumer. Drawing on the latest poll data and incorporating lessons learned from her clients and other leading sustainable brands -- including GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter & Gamble, Stonyfield Farm, and Wal-Mart -- Ottman provides practical strategies, tools, and inspiration for building every aspect of a credible value-based green marketing strategy. She covers such topics as spurring innovation through a proactive approach to sustainability, developing products that are green throughout their life cycle, communicating credibly to avoid accusations of "greenwashing," teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more. The New Rules of Green Marketing captures the best of Ottman's two previous groundbreaking books on green marketing and places it within a 21st Century context. Focusing on a new generation of marketers who likely grew up with an appreciation for sustainability, it provides in one place essential strategies, tools, and inspiration for connecting effectively with mainstream consumers.

Germany in the year 2117. The seventeen-year-old Leona Müller lives in a safe and green paradise-like biotope. But a brutal murder sets off an avalanche of incidents that shake her seemingly perfect world and urge her to decide between her old life and the vision of a new society.

Developed in cooperation with the R&A Golf Club of St. Andrews and the USGA, this fascinating and original book will delight players and history buffs alike.

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.

A highly universal book that has something for everyone! Paige Padgett has been making me glamorously green and healthy for nearly a decade. Prior to working with Paige, I had never thought about chemicals in my cosmetics. But Paige explained that just like toxic chemicals in food, toxic chemicals in cosmetics are just as harmful to your body. We all want to be healthy, look beautiful, and feel sexy, but most people don't have the time to do a lot of sleuthing regarding products. Paige shows you step-by-step how to green your beauty routine and empowers you to make smart and affordable choices while keeping you gorgeous. — From the Foreword by Jillian Michaels In 2006, Paige Padgett revolutionized the beauty industry by launching an all-green makeup kit that was unheard of at the time, proving skeptics wrong when they said she couldn't create beautiful faces with chemically safe cosmetics. Paige is now considered the leading authority on green beauty. As she explains, "I believe in pretty, not parabens. I believe in high performance makeup without the environmental price." In The Green Beauty Rules, Paige brings the glamour of Hollywood into your home, showing readers how they can achieve killer looks without killer toxins and chemicals. Using a simple step-by-step beauty detox plan, Padgett guides readers through the decision-making process of what to try, what to toss, and what to buy. With everything from Paige's pro tips and must-haves, she shares insider secrets and practical strategies to make green beauty easy—like how to read labels, see through misleading buzzwords, and identify toxic chemicals that are prematurely aging your skin and harming you from the inside out. Through her own trial, error and real world application, Paige brings her findings from the field to save readers time, money, and energy. She cuts through the jargon and presents accurate information in a fun, user-friendly format, providing women the necessary tools to reduce their Cosmetic Footprint and live a more sustainable, healthier, and sexier lifestyle! The Green Beauty Rules is your clean beauty bible proving that green can definitely be glamorous. For readers who are new to the green beauty scene or already experimenting with eco-conscious makeup and skincare, this is the essential guide to clean cosmetics for a healthier future.

Green products have been around since the 1970s, but it's only in recent years that they've become ubiquitous. It's not because consumers suddenly prize sustainability above all. It's because savvy green marketers are no longer trying to ''sell the earth'' - instead they're promoting the value their products provide: better 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. The New Rules of Green Marketing helps readers understand why value - based sustainability marketing has become a critical organizational capacity and how they themselves can adopt this approach. Drawing on the latest data from leading researchers and reflecting on learnings from her corporate clients and other pioneers - including GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter & Gamble, Stonyfield Farm, and Wal - Mart - Ottman provides practical strategies, tools, and inspiration for building every aspect of a credible value - based green marketing strategy. She covers using a proactive approach to sustainability to spur innovation, developing products that are green throughout their life cycle, communicating credibly to avoid accusations of ''greenwashing, '' teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more. This book takes the best of Ottman's previous groundbreaking work it into the 21st century. Her new rules relegate traditional ''green guilt'' approaches to the recycling bin of history, break green products out of their niche and, ultimately do a far better job of advancing the triple bottom line of people, profits, and planet.