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 [...]