Best in brief: Choosing the right green marketing strategy

Environmental (green) marketing has not lived up to expectations. It has benefits when integrated into marketing strategy, but there are dangers.

Best In Brief

Choosing the right green marketing strategy

Jill Meredith Ginsberg and Paul N. Bloom

Green marketing has not lived up to the expectations of activists and managers. Although consumer research shows a clear consumer preference for green products over less environmentally-friendly alternatives this does not always translate to the market place. Consumers seem unwilling to trade off product attributes to help the environment: for example, the slow development of rechargeable electric cars which still have a limited range. Consumers expect green products to be of lower quality or...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands