ecoAffect

As the number of people who care about climate change grows, so does the market for sustainable products. Where once this was a niche category for high-income urbanites, now there are goods and services available at all price points, and major brands are coming into the market. With more and more “green” items on the […]

Solutions Magazine recently analyzed the marketing around energy-efficient lightbulbs as a case study of how to sell green. The article by Edwin R. Stafford and Cathy L. Hartman starts with the 1990s transition from incandescent bulbs to CFLs (a heated political debate) and then into the current new wave of LEDs. Contending that only 1-5 […]

There needs to be a shift in strategic thinking if we’re going to trigger action in Americans. The green movement’s current common method of using reason and intellect is well-intentioned, but not working. Emotional connection was Apple’s key to success, and could be key to how we motivate people to support the cause.   Read […]

According to a recent OgilvyEarth study, there is a "Green Gap" preventing Americans from following their green intentions.  Correlating to ecoAmerica's Climate and Energy Truths survey findings, one hurdle is "green" being considered feminine by the majority of Americans; some men admit they feel emasculate when doing environmentally friendly tasks.  To make being green "male-ego-friendly," […]

The lack of progress on climate legislation presents a poignant opportunity for those organizations who are working to advance climate solutions to analyze what they've done right, wrong, and how they can be more successful in the future.   Many agree that getting ahead of fossil fuel-ed denier or climate confusion communications is key, however […]

Mediapost's green blog, Marketing:Green  recently featured a study by the company Verdantix that was discussed by one of their strategists Jim Nail. The report finds that agencies (PR, advertising, marketing and branding) are trying to transition from green marketing to something called "sustainable communications." This new discipline goes beyond simply marketing the product to the […]

This week, Adweek is reporting on a recent survey by Cone LLC, an Omnicom Group, that finds consumers still want companies to be engaged with good causes and will reward those that rise to the occasion. In fact, 64 percent of respondents said they believe companies have "responded well to social and environmental issues during […]

In this GreenBiz.com post Perry Goldschein helps readers understand the upcoming "Green Guidelines" that will be issued by the FTC in an effort to curb or halt greenwashing altogether. It is the first time in 12 years that any regulations have been changed. Perry then mentions the top five things that green marketers should know […]

This is a post from a relatively obscure and specific blog about bar codes. However it presents some interesting information about a very successful green marketing campaign that's being run in part by Canada's REI equivalent, Mountain Equipment Co-op (MEC). The campaign, called "The Big Wild" is executed with large QR Codes (matrix barcodes) that […]

 In a recent article titled "The Future of the Electric Car" published by The Week, the author examines the current state of the electric car market. Running vehicles on a rechargeable battery is nothing new to consumers. The recent trend in pursuing greener technologies and Tesla Motors' $266 million IPO on June 29th despite having never made […]