Tag Archives: marketing
101014Aspirational_Square

Climate Change, Aspirational Marketing, and Helping People Live Their Dreams

Climate communicators often fall into the trap of trying to convert their target audience into environmental advocates. But as an article from Fast Company explains, advocates will never be more than 20% of the population. Instead of focusing their energy on changing people, then, climate communicators may want to take a page from marketers’ books and focus on helping people achieve their goals […]

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How to Market Climate Change: Tips from an Expert

One of the biggest challenges environmental advocates face is talking about eco-climate issues in a way that resonates with mainstream audiences. David Fenton, Founder and CEO of Fenton Communications and ecoAmerica Board Member, however, is out to change that. Over the past three decades, Fenton and his colleagues have transformed the way hundreds of environmental […]

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Virality

Communications gone viral: the role of emotion

No one wants to post a video or an article that will only be seen once. People want their content to go viral. Indeed, it’s this kind of scale that we at ecoAmerica strive for, and it’s this kind of scale that we encourage in our climate colleagues around the country. The tricky part is […]

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10 Things I've Learned About Engaging Consumers on Sustainability

10 Things I’ve Learned About Engaging Consumers on Sustainability

Amy Skoczlas Cole is the head of environment and director of the eBay's Green team. In GreenBiz.com yesterday, she offers tips about getting and then keeping consumers interested in sustainability. Amongst other things, she notes that "cool" is more important than "green," and that transparency is a winning road to take.  More interestingly she notes […]

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Public's Priorities for 2010: Economy, Jobs, Terrorism

Public’s Priorities for 2010: Economy, Jobs, Terrorism

The Pew Research Center for the People & the Press recently released their latest national survey on the public's priorities. Only 49% of respondents view dealing with the energy problem as a top priority (vs 60% last year). Global warming remains the public's lowest ranked with only 28% considering it a top priority. However, the […]

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2009 in Review: Public Opinion on the Environment

2009 in Review: Public Opinion on the Environment

Nathan Schock created an extremely detailed timeline of the polls and surveys regarding public opinion towards the environment in 2009. The data that Schock lists paints a picture that is not that positive for public support towards the environment. One piece of research that Schock leaves out is ecoAmerica's Climate and Energy Truths report. Truths […]

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ClimateGate: Not Time to Fight Back, But to Engage

ClimateGate: Not Time to Fight Back, But to Engage

Here's another interesting post by Matthew Nisbet where he addresses the general desire of environmental stakeholders to encourage climate scientists to fight back against the climate skeptics, creating a more hostile and political atmosphere. As it is clear that climate change's politicization is one of the current challenges we face when striving to communicate with […]

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Top Five Greenwash Posts of the Year

Top Five Greenwash Posts of the Year

In honor of the holidays, I'm posting this amusing list of the top 5 greenwashes of the year that Triple Pundit put together. Topping the list are the healthy certification of "Froot Loops," an ad campaign that blamed immigrants for climate change in California, blaming dictatorship on Fiji water, and the Siggs brands' damaging revelation […]

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Brands and Culture, Symbiotic?

Brands and Culture, Symbiotic?

The article below discusses the need for marketers and communicators to take culture into account when establishing any brands.  Furthermore, powerful brands are able to become a part of culture because they actually make people's lives better. (more…)

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