New palette for green marketing: Weaving the environmental message into the day-to-day operation

Matthew Schwartz

This article describes the ways in which brands, such as Hyundai and NASCAR, have successfully interlaced environmental messages into their marketing.

It's not easy being green. Marketing products and services based on a brand's commitment to improving the environment is changing. Consumers are a lot more discerning these days about what companies say they are doing to make the planet a greener place, whether that's promoting clean technology or plugging renewable energy.

And with consumers of every demographic stripe becoming more environmentally conscious, brands can no longer afford to sit on the sidelines. Indeed, a groundswell seems to be emerging throughout corporate America, whether financial, automotive, or industrial brands, that companies must play a significant role helping to protect the planet....

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