Archive

Archive for the ‘Marketing Communications’ Category

Herding the Green Consumer

August 25th, 2010

On the other day I finished reading Mark Earl’s Herd: How to Change Mass Behaviour by Harnessing Our True Nature and started thinking about the implications of applying this approach to sustainable marketing. From the surface, it looks like the perfect fit Read more…


Sustainable Brands Recap: CSR’s 7 Best Practices

July 13th, 2010

In today’s competitive market, companies that incorporate social and green policies can leave a lasting impression on the consumer. As Sofia Ribeiro pointed out in her post Using Community Involvement as Part of Your Green Marketing and CSR Strategy, a Cone Inc. survey revealed that 83% of people will trust a company more if it is socially/environmentally responsible. With this in mind, how do companies go about communicating their best initiatives? Read more…


Confessions Of An Ex-Shopaholic: A Journey To Change Consumer Behaviour

July 7th, 2010

Sofia Ribeiro, Marketing Wizard, gets upfront and personal with her own struggles between shopping and the environment.

Today I’d like to share a personal story: mine. I used to be this shopaholic addicted to fashion. Shoes, clothes, hats, earrings, bags, you name it – I’d get it. Having lived in Milan, one gets used to considering your look as an important feature of one self (I’d actually spend over 50% of my paycheck on fashion items). My partner would even make fun of me for having over 60 pairs or shoes, “when all you have is two feet.” Read more…


The Emerging Buying Power of Eco-Moms

June 25th, 2010

Getting beneath consumer segmentation and identifying attitudes and values that impact green consumer behaviour

Earlier this month at the Sustainable Brands ‘10 Conference, I attended to a fantastic presentation by Linda Gilbert from EcoFocus Worldwide on market research and green consumers. Here are some fantastic facts on the green consumer movement: Read more…


Motivating Mainstream Consumers to Make Sustainable Choices

June 21st, 2010

Mainstream consumers are complicated. They know just enough buzz words to make you think they know more than they do, and most don’t actually go green to save the planet. How do mainstream consumers ACTUALLY make decisions about which green products to buy? Suzanne Shelton, President and CEO of Shelton Group shared her insights at the Sustainable Brands ‘10 Conference, last week.
Read more…