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  • ‘The Cycle’ at RecycleBank

    Number of comments: 10
    Over the summer, I decided to move on from Digitas after four and a half rewarding years with the company and made green my full-time job. I now work for a venture-backed company called RecycleBank on their business development team. To say life at an early-stage company has been busy [...]
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    Posted: November 14, 2008, 4:48pm EST
    by dwigder

  • Driving Adoption of Renewable Energy: Part II – An Energy Marketer’s Perspective

    Number of comments: 10
    Interview with Adam Capage, Director, Utility Partnerships, 3Degrees   With the #1 renewable energy program in the US, the City of Palo Alto Utilities (CPAU) must be doing something right.  In fact, despite a formidable price hurdle, CPAU has managed to sign up over 20% of Palo Alto residents for clean energy, [...]
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    Posted: September 01, 2008, 3:22pm EDT
    by dwigder

  • Driving Adoption of Renewable Energy: Part I – A Utility’s Perspective

    Number of comments: 7
    Interview with Tom Auzenne, Assistant Director, City of Palo Alto Utilities   Electrical power generation accounts for 40% of total annual greenhouse gas emissions (GHG) in the US.  Such a high concentration of GHGs is due to our reliance on highly polluting fossil fuels, especially domestic coal.  Yet, while the popular press [...]
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    Posted: August 30, 2008, 10:09pm EDT
    by dwigder

  • Getting Smart About Green Targeting

    Number of comments: 10
    An Interview with Amy Hebard, Chief Research Officer and Founder, earthsense   Marketing green can be a challenge for even the most seasoned professional.  There are many reasons for this of course: consumer beliefs are still evolving; demand is not well established; and even where it is, purchase behavior tends to be [...]
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    Posted: July 26, 2008, 6:14pm EDT
    by dwigder

  • Driving Engagement and Viral Impact in the Green Space: Part II – Original Content

    Number of comments: 4
    While creating and sharing user-generated content is an effective way to facilitate consumer engagement and viral marketing, it is not the only approach that marketers can take.  Professionally produced original content is another proven way.  Increasingly, agencies or production studios create and seed content on behalf of their clients for [...]
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    Posted: July 10, 2008, 8:24pm EDT
    by dwigder

  • Driving Engagement and Viral Marketing Impact in Green: Part I - User-Generated Content

    Number of comments: 7
    Tapping social media to engage consumers as well as facilitate viral marketing has the potential to generate significant results for marketers.  Not only can this drive greater brand impact but it can significantly increase reach to a receptive audience at little, if any, incremental cost.    Today, more and more marketers are [...]
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    Fetched: July 09, 2008, 12:23am EDT
    by dwigder

  • Environmental Marketing Guideline Challenges

    Number of comments: 6
    Recently, the Canadian Standards Association updated its guide for making environmental claims.  While not legally binding, such standards provide guidelines for industry and advertisers when it comes to making environmental claims.  The intent is to protect consumers from false advertising claims regarding the environment.   In many ways, this document foreshadows likely [...]
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    Posted: July 02, 2008, 9:54pm EDT
    by dwigder

  • Managing Environmental Risk by Looking through the Rear-view Mirror

    Number of comments: 10
    A recent survey by The Economist Intelligence Unit identified both the top influencers of – and benefits derived from – corporate environmental risk management (CERM) programs.  Two things are curious about these survey results.  First, customers and investors rank relatively low in influence (fourth and seventh, respectively) despite the fact [...]
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    Posted: June 01, 2008, 7:21pm EDT
    by dwigder

  • Eco-labels Impact Consumer Behavior

    Number of comments: 9
    Eco-labels influence consumer behavior in two ways.  First, they introduce green as a considered attribute at the point of sale.  Second, they enable consumers to comparison shop based on green.  Over the past few years, there have been many new eco-labels launched by governments, manufacturers and retailers.  Many of these [...]
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    Posted: May 23, 2008, 9:47pm EDT
    by dwigder

  • Reframing Global Warming Across the Political Spectrum

    Number of comments: 10
    These days, green marketers are challenged to efficiently reach consumers and effectively impact their attitudes and behaviors.  There are many reasons for this of course: consumer attitudes are still evolving, familiarity with green products is just emerging and purchase behavior is inconsistent within and across categories.  As such, marketers tend [...]
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    Posted: May 04, 2008, 9:19pm EDT
    by dwigder

  • Making What’s Inconvenient Matter

    Number of comments: 6
    An Interview with Matt Williams, EVP/Partner at The Martin Agency and Planning Director for the “We Can Solve It” Campaign While many consider the release of Al Gore’s An Inconvenient Truth to be a turning point regarding consumer awareness about climate change, consumer surveys indicate that much work is still left [...]
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    Posted: April 30, 2008, 10:46pm EDT
    by dwigder

  • Action by Governors Highlights Shifting Sentiment on Green

    Number of comments: 1
    Last week, I had the opportunity to witness a milestone being reached in the effort to fight global warming:  officials from 18 states - representing a majority of the US population - signed an agreement at Yale University that committed their states to action on global warming.  While some states like [...]
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    Posted: April 23, 2008, 10:23pm EDT
    by dwigder

  • Shifting from Product Placement to Engagement in Green

    Number of comments: 1
    For decades, marketers have leveraged product placement to influence consumers.  The idea is quite simple: leverage media to showcase a product or service being used as part of everyday life in order to shape consumer brand perception and impact purchase behavior.  Put a product in the hands of a celebrity and consumers will interpret this [...]
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    Posted: April 13, 2008, 9:46am EDT
    by dwigder

  • Open Skies Agreement Provides a Glimpse of What’s to Come in a Carbon-Regulated Environment

    Number of comments: 1
    Today, many executives, and especially those working in carbon-intensive industries, are grappling with how future carbon regulation may impact their businesses and industries.    To deal with uncertainty regarding such strategic issues, many corporate executives turn to scenario planning or even game theory to think about how the future competitive environment may [...]
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    Posted: March 29, 2008, 1:49pm EDT
    by dwigder

  • Green Religiosity

    Number of comments: 4
    Last week, the green movement received endorsements from some very high places. Religious leaders that represent the two largest Christian denominations in the US - more than 66 million Catholics and 16 million Southern Baptists - declared that environmental protection has religious significance.    For Southern Baptists, “any damage we do to this [...]
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    Posted: March 16, 2008, 6:49am EDT
    by dwigder

  • Shopping for Green Online

    Number of comments: 3
    An Interview with thepurplebook Founder Hillary Mendelsohn With the exception of a few select product categories, growing consumer interest in green has not yet translated into substantive changes in purchase behavior by mainstream consumers.  Like many nascent categories, green faces many barriers to widespread adoption.  In many ways, product adoption in the [...]
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    Posted: March 04, 2008, 1:32pm EST
    by dwigder

  • Predicting a Green Future

    Number of comments: 3
    This past week, the Industry Standard (IS), an icon of the late nineties Internet boom, relaunched its online property.  It did so, however, not as a publisher of industry content but rather as a consumer-driven platform to predict the future. How does a platform such as this enable seemingly ordinary consumers [...]
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    Posted: February 13, 2008, 8:01pm EST
    by dwigder

  • Tapping the Emerging Celebrity Power of Online Influentials

    Number of comments: 2
    Today, online influentials are emerging as ?celebrities? of sort, based not only on their domain knowledge but on their ability to attract and engage audiences online.  Marketing Green contends that this celebrity status is likely to increase with time: as content continues to proliferate, consumers will look to those they [...]
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    Posted: February 08, 2008, 9:42pm EST
    by dwigder

  • Green Content Syndication: Part III - Activating Diggers

    Number of comments: 4
    Today, dozens of social news sites exist where users bookmark content for the site’s community to view and rate.  Specific content related to the environment is available on both general news sites such as Digg, Newsvine, Propeller (AOL) or Reddit and green vertical sites such as C2NN, Hugg, Five Limes and [...]
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    Posted: February 03, 2008, 9:54pm EST
    by dwigder

  • Green Content Syndication: Part II - Top Environmental Diggers

    Number of comments: 3
    One of the most effective ways to syndicate content is by activating power users on sites such as Digg.  Quite simply, “Diggers” uncover and bookmark interesting content – news articles, images and videos – for others to view.   Top Diggers are known for frequently submitting content that is deemed compelling [...]
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    Posted: January 22, 2008, 1:43am EST
    by dwigder

  • Green Content Syndication: Part I - “Deconstructing” Websites

    Number of comments: 2
    Traditionally, publishers have viewed websites as content destinations, challenging marketers to drive traffic to specific websites in order to engage consumers with relevant content.    Today, the model has changed.  Increasingly, publishers are uncoupling online content from its host site; marketers are learning to syndicate this content online or encouraging others to [...]
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    Posted: January 19, 2008, 8:42pm EST
    by dwigder

  • Corporations Foster Dialogue On the Environment

    While many corporations leverage the Internet to distribute information about environmental initiatives, a few companies are going much further by facilitating two-way dialogue with stakeholders.    Some companies may view such dialogue – via email, web forums, chat rooms and video - as risky, as it may open them up to public [...]
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    Posted: January 13, 2008, 9:18pm EST
    by dwigder

  • Investing in Green Innovation

    Number of comments: 7
    As companies plan their green investment strategies for 2008 and beyond, they should take into account that caps on carbon emissions are all but inevitable in the future.  In fact, it is highly likely that caps will be in place in the US within the next few years.  The 187 [...]
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    Posted: January 01, 2008, 7:58pm EST
    by dwigder

  • A Look Back at Green Marketing in 2007

    Number of comments: 5
    In retrospect, 2007 may be viewed as the year of the great awakening in the US regarding climate change.  The mass media gets much credit for helping to foster awareness for the issue through film (eg, The Inconvenient Truth), broadcast (eg, Planet Earth), online content (eg, Live Earth) and star [...]
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    Posted: December 29, 2007, 3:59pm EST
    by dwigder

  • Green May Be Ho-Hum for the Holidays, But It’s Here to Stay

    Number of comments: 5
    So far, this holiday season has seen a rather muted push on green by retailers, both in terms of the products they sell and the messages they communicate to consumers.  Marshal Cohen, Chief Industry Analyst at NPD Group, recently suggested that such lack of enthusiasm by retailers reflects waning interest [...]
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    Posted: December 11, 2007, 8:49pm EST
    by dwigder

  • Green Marketing on Social Networks

    Number of comments: 10
    Participation in social networks continues to grow seemingly without bounds as more people seek to connect, share and collaborate with likeminded individuals online.  Today, hundreds of millions of online users have already signed up, with an increasing number belonging to more than one network.  For green marketers, social networks provide a [...]
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    Posted: November 30, 2007, 10:45pm EST
    by dwigder

  • Waning Opportunity to be Early Mover on Green

    Today, consumers increasingly associate themselves with social responsibility, particularly on the environment:  BBMG recently reported that US consumers increasingly say that words like “socially responsible” (88% say these as words describe them “well”, 39% as “very well”) and “environmentally friendly” (86% well, 34% very well) describe them.  Additionally, Edelman reported that [...]
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    Posted: November 18, 2007, 4:30pm EST
    by dwigder

  • Greening Consumption

    Number of comments: 7
    An Interview with Michel Gelobter, Founder and EVP of Cooler Long-time environmental activist Paul Hawkins once described “green consumerism” as an oxymoron.  Indeed, “green consumption” makes Wikipedia’s “List of Genuine Oxymora”.   The reason: consumption by its very nature has an impact on the environment – to some degree or another – [...]
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    Posted: November 13, 2007, 11:37pm EST
    by dwigder

  • Going Green to Recruit and Retain Employees

    Number of comments: 2
    “I have never seen anything equal to sustainability as far as attracting, motivating, and bring people together.”  — Ray C. Anderson, Founder and Chairman of Interface in AmericanWay Magazine, October 1, 2007 As the baby boomers retire, the US labor market is expected to tighten, as the new generation of workers [...]
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    Posted: November 10, 2007, 6:55pm EST
    by dwigder

  • Defining Green Brand Leadership

    Number of comments: 9
    “We will not be measured by our aspirations.  We will be measured by our actions”                    – Wal-Mart CEO Lee Scott in making sustainability part of his core strategy Great brands today understand that return on investment (ROI) using hard dollars is not sufficient to assess the overall impact of environmental initiatives.  Today, [...]
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    Posted: October 28, 2007, 11:43pm EDT
    by dwigder

  • Green Brand Disconnect

    Number of comments: 4
    This week’s cover story in BusinessWeek featured the experience of Auden Schendler, corporate director of environmental affairs at the Aspen Skiing Company (ASC), as he tried to convince his senior management that going green was worth the investment (“Little Green Lies,” October 29, 2007).                From an outsider’s perspective, one might [...]
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    Posted: October 25, 2007, 11:32pm EDT
    by dwigder

  • Drought Can Spark a National Dialogue on Climate Change - Part II

    Number of comments: 1
    “You can’t call it a drought anymore, because [the US Southwest is] going over to a drier climate.  No one says the Sahara is in a drought.”   — Richard Seager, Scientist, Columbia University’s Lamont Doherty Earth Observatory as quoted in “The Future is Drying Up”, New York Times Magazine, October [...]
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    Posted: October 20, 2007, 4:55pm EDT
    by dwigder

  • Greener SimCity Virtual World as Channel to Influence Real World Behaviors

    Number of comments: 4
    Electronic Arts (EA)’s SimCity, the popular simulation game that challenges users to build and run a metropolis, is set to release its latest version in mid-November - SimCity Societies - and is generating a lot of buzz in the process.   One way that sets Societies apart from previous versions is its [...]
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    Posted: October 16, 2007, 9:26pm EDT
    by dwigder

  • Green Marketing as a Vehicle for Consumer Engagement

    Today, smart marketers are focused not only on whether consumers view their message, but to what extent they engage with it.  One definition of engagement is as a measure of consumer involvement with a marketing vehicle.  As defined, it implies that engagement should be considered as both a marketing tactic [...]
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    Posted: October 11, 2007, 11:37pm EDT
    by dwigder

  • Greening Your Brand in a Web 2.0 World

    Number of comments: 6

    Last Friday, I have the pleasure of moderating a panel at the Sustainable Brands conference in New Orleans.  Panel participants included: 

    • Susan Space, Director, Brands & Advertising, at Sun Microsystems
    • Brian Reich, Director of New Media at Cone, a brand and cause marketing agency, and
    • Janet Eden-Harris, CEO of [...]
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    Posted: October 02, 2007, 10:37pm EDT
    by dwigder

  • Testing Green Promotional Benefits to Drive Acquisition

    Number of comments: 3

    Promotional benefits are a popular marketing tactic used across almost every industry to acquire new customers.   Marketers like offering such benefits as they can greatly increase acquisition rates or drive repeat purchases over time.  

    It should come as no surprise, therefore, that the use of promotional benefits has been extended to [...]

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    Posted: September 16, 2007, 4:45pm EDT
    by dwigder

  • China and Canada: Olympic Host Nations with Different Green National Brands

    Number of comments: 3
    Like products, companies and celebrities, nations have brands, and these brands have attributes that describe them and value that is associated with them.  Hosting the Olympic Games provides a unique opportunity for a country to both influence global perceptions about their national brand and enhance their nation’s brand value by showcasing itself [...]
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    Posted: September 03, 2007, 8:28pm EDT
    by dwigder

  • Aggregating Green Audiences

    Number of comments: 5

    Online advertisers are increasingly interested in targeting audiences with green affinities and publishers are aggregating traffic in order to provide compelling ways to do so. 

    August has seen a fury of acquisitions as publishers move to aggregate existing green traffic and extend their reach to other green sub-segments.  Earlier this month [...]

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    Posted: August 31, 2007, 1:45pm EDT
    by dwigder

  • Visualizing Green

    Number of comments: 3

    Images are powerful marketing tools. For marketers, they provide powerful stimuli that can augment messaging and influence consumer behavior and beliefs.  Here are a few suggestions for marketers using visual images in the green space: 

    Chose the right image.  Images can affect change by amplify existing or associating new attributes with [...]

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    Posted: August 16, 2007, 2:56pm EDT
    by dwigder

  • Search Is Paramount in the Emerging Green Category

    Number of comments: 5
    Paid search continues to grow and is now considered by most marketers to be a core component of their online marketing tool kits.  This continued growth is not surprising, however, as it is hard to beat search as a marketing channel for both its efficiency and effectiveness.  There are several reasons [...]
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    Posted: August 06, 2007, 11:03pm EDT
    by dwigder
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