Recently, I had the privilege to hear several experts speak about this topic. They all offered opinions and advice. Some recommendations presented are actionable. Here are some that got me thinking: (1) Steven Chu, Secretary of the US Department of Energy (DOE): Products invented in America and sold worldwide represent the seeds of our [...]

Here’s the presentation we gave at the CleanTech InnoVenture Center in Lynn, MA on August 17, 2011. Thank you to all who participated! It was a lively discussion. Smart marketing – Entrepreneur U View more presentations from Beth Zonis

Massachusetts has the unique opportunity to be a world leader in Green Chemistry.  Many local colleges and universities have Green Chemistry courses, including UMass Boston with the country’s first PhD program in Green Chemistry.  With the help of John Warner, President and Chief Technology Officer of Warner Babcock Institute for Green Chemistry and Paul Anastas, [...]

Eco Marketing requires all of the usual marketing considerations, but nuanced.  For every organization the starting point should be a value proposition that is meaningful to your customers.  As Jacqueline Ottman explains in Green Marketing Myopia[1], it’s important not to get too carried away with the green-ness or sustainability of your offering, at the expense [...]

“Green marketing” requires all of the usual marketing considerations, just nuanced. First, it’s critically important to know your customer.  Does your “green-ness” matter?  How much?  Is there a new market that is now open to you because of your green-ness?  Where does “green” fit in their buying criteria?  Do they care how green you are [...]