Three Companies That Superbly Address The New Rules of Green Marketing

Jacquelyn Ottman’s research encompasses 155 case examples in a wide range of consumer product and service industries.  Three sustainability leaders with strong mainstream green followings superbly address all of Ottman’s 20 New Rules of Green Marketing.  They are profiled in depth:  

• Under the leadership of CEO Jeffrey Swartz, Timberland’s attention to quality, passion for the environment and society, and commitment to transparency, are evidenced in the company’s groundbreaking “Green Index.” This nutritional-style on-package environmental report card divulging details about the waste, chemicals and climate impacts of each pair of shoes, has helped earn a strong customer following willing to pay its premium, and allow Timberland to be poised for continued long-term growth despite a recession.

• Behind oil, coffee is the largest commodity in the world. Starbucks proves that a global company serving 50 million people per day can turn a proactive approach to sustainable sourcing, and operations into a strategic and profitable part of its brand. The key is to actively listen to, interact with, and act on the expectations of their customers who possess a strong environmental and social conscience.

• San Francisco-based Method’s innovative line of household cleaning products uses design, fragrance, efficacy, and environmental and personal safety to make cleaning a positive experience for the individual and the environment. Spurred by distribution in Target, Lowe's and Whole Foods Market—and demonstrating Ottman’s “New Green Marketing Paradigm” outlined in the book— the brand has helped the brand, launched in 1999, reach over $100 million in annual revenue. With the goal of waking up the sleepy household and personal care categories, they are rewriting the rules of marketing for such larger rivals as Procter and Gamble and Unilever, who are fast introducing greener offerings of their own.

Based on The New Rules of Green Marketing by Jacquelyn Ottman 

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