Best practice: Green marketing

This article outlines three best practice strategies for engaging with consumers on issues around sustainability and the environment, at a time when people have become sceptical of marketing claims due to exposure to 'greenwashing'.

Best practice: Green marketing

William Ratcliffe and Chris CoulterUniversity of Waterloo and GlobeScan

Consumer engagement is now the primary focus of green marketing – harnessing the innate CSR values that most consumers have and creatively engaging them to actively purchase from brands and companies that have differentiated, positive CSR performance.

Green marketing is marketing with a social or environmental component. Early attempts at green marketing were often insincere, superficial and confusing for consumers. Greenwashing has been a commercial failure. It tarnishes brand reputation, increases public cynicism and has spawned stronger regulations including advertising guidelines.

Now corporations are adopting sustainable...

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