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Marketing Green Links

• Sustainable Green MarketingThis web site discusses the increase in green marketing techniques and how

companies are seeking alternative energy sources. It talks about companies thatare making a difference to cut energy costs.

• Green Marketing 101This blog talks about green marketing and provides a different perspective on this

new marketing strategy. It discusses the importance of informing the public about

green products that are manufactured by your company.

• Green Energy Marketing

Green Energy Marketing provides green marketing services to companies seeking

to announce green products. They specialize in web site services and other traditional marketing promotions to help inform the public about green energy.

A new trend for businesses is green marketing. Green marketing is simply when a business finds ways to integrate products into the company that are environmentally

friendly. The products that are marketed by a company are considered to beenvironmentally safe and will help reduce the use of excess energy and other costs. There

are several meanings to green marketing because it identified different aspects of 

 production process. While some companies consider green marketing to be changed tothe production process, others define green marketing as modifications to advertising.

Currently, over 70% of consumers link marketers' social responsibility to their 

environment behavior. Due to the inclining interest people have in the environment,environmental concerns are rapidly expanding into all aspects of marketing. The product

development phase is the area that is under "green" construction. Several companies havereviewed their existing products and have found ways to cut costs on the production onthese products or have found a way to design them to provide some type of benefit to

society.

Light bulbs are a great example of green marketing. The standard light bulb uses two

times the amount of energy and the new environmentally friendly, energy-saving light

 bulbs. Light bulb manufacturers found ways to redesign their product after a manner that

would appeal to the public and would reduce overall energy costs. Studies have foundthat consumers are generally interested in the environment and want to find ways to help

the environment. Harnessing this consumer "power" behind green marketing is not quite

as easy because the green consumer movements have been small and have not been ableto reach the critical mass.

Green Marketing Links

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• Marketing Green

This web site talks about green marketing and how companies are striving to go

green. This site talks about green energy tactics used in Palo Alto, California andhow they are working with initial customers.

• Is HP Planning A Green Marketing Push?

Hewlett Packard is making a push to reduce their energy cost by 20% by 2010.This web site talks about green marketing tactics they are using to reduce their 

energy costs and go green.

• GreenBiz.comGoing "green" is a popular topic in the media. This web site talks about the

importance of green marketing and what companies are doing to "go green". It

 provides links to several articles about green marketing.

• Principles of Green MarketingThis is the official web site for the American Wind Energy Association. This site

discusses green marketing tactics they use to obtain funding and inform

consumers about alternative energy sources.

Large corporations are leading the way behind green marketing. For example, Chevrolethas been manufacturing "green" cars. They have several compact and mid-size sedans

that run on hybrid power and they recently introduced the first energy-efficient SUV.

Green marketing is expanding to a global network and several companies areencouraging consumers to participate in this new mindset. The climate change is a large

concern for the United States and several other countries and businesses are teaming up

to find ways to reduce their climate impacts.

Greenhouse gas reduction is one market where companies are seeking ways to help the

quality of life of customers and provide environmentally-friendly benefits across theworld. The international trade of greenhouse gas reductions is the leading hope manycompanies and consumers have at reducing energy and it works as a source of funding

for several companies. There are different roles a business must follow if they decide to

 participate in the international trade for greenhouse gas reductions. First, they must startwith a small project and find ways to remove barriers. Second, they must overcome

marketing barriers that may stop them from participating in greenhouse gas efforts. Third,

they need to address greenhouse gas trading and determine if they can provide a

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supporting role in addressing the world-wide problem.

The Energy Star label appears on over 11,000 different companies' models in over 38 product categories. The Energy Star label informs consumers that the particular product

is environmentally friendly and the sales from the product will go toward conserving

energy and helping other company's research strategies to re-vamp their products to become energy efficient. One of the hardest things marketers are working to overcome

with green marketing is the myth that energy efficient products do not work as well as

traditional products. Technology has advanced and companies have been able toovercome manufacturing challenges so the energy efficient products actually do work as

well or event better, than traditional products.

Since green marketing efforts are continually expanding, several marketers have takenadvantage of the unknowing public by making exaggerated claims. Only 12% of the

current population fully understands what green marketing is and are considered "true

greens". A true green individual will seek out energy efficient products and will regularly

 buy these products. They are also the individuals that practice other green efforts at homelike turning off the lights except when they are needed.

Corporations are seeking ways to incorporate green marketing into their organization

through market research. Since so many companies are making a strong case for green

marketing, they are starting to develop separate departments within the organization that

focuses on finding ways to create green products. States are also jumping in on greenmarketing efforts and are trying to encourage residents to find ways to "go green".

Recently, several states participated in blackout days and nights. All the citizens of 

 particular cities or states turned out all their lights for at least one hour. The energy costssaved during that one hour are enough to pay for 1,000 energy bills (depending upon the

area). States are also encouraging people to carpool or use public transportation systems

 because they will reduce pollution by having fewer vehicles on the road.

Carpooling and public transportation not only will help control pollution, but it will

eliminate parking issues and traffic jams. Some states have a car sharing solution for  people that drive less than 7,500 miles per year. Individuals are able to save hundreds to

thousands of dollars by signing up for a car sharing service. Another company that is

making headlines with their green marketing strategy is Hewlett-Packard. HP promised to

reduce their energy use by 20 percent by the year 2010. Their bold claim has inspiredseveral other companies to find ways to reduce their energy costs. Wal-Mart and

Albertsons have begun shutting off lighting in their stores and getting by with enough

light for customers to find the products without the store being fully illuminated.

The American Wind Energy Association is leading the way in harvesting wind energy

and using it as a source of power. The AWEA has 10 goals they follow with providingwind energy to consumers:

1. Provide power from emerging resources like solar, wind, geothermal, and

 biomass.

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2. They believe in finding ways to make a difference and only market renewable

energy.

3. Clearly explain the difference between renewable energy and existing energy.4. Disclose detailed information about product contents provide new information to

customers about research and new developments in wind energy.

5. Document any claim that power from other sources are not supported.6. Maintain fair prices.

7. Avoid donation programs and the collection of advanced premiums.

8. Additional concerns for the company.9. Disclose information on fuel mix and emissions.

10. Support advance energy goals and public policies.

Since AWEA recognizes the importance of green marketing, they urge the public to participate in power that improves the environment. The best part about wind energy

sources is that they do not emit harmful toxins into the air and they do not cause damage

to the rivers. Consumer support is the only way to continue green marketing efforts for wind energy and this is one of many reasons why AWEA implemented their 10 goalsabove.

Relater Green Marketing Links

• Wiki Green Marketing

Wikipedia.org talks about green marketing and provides specific examples of 

green marketing. It talks about the energy efficient light bulb and how it has beensuccessfully implemented into the market.

• Green Marketing

This web site discusses green marketing and how companies like Wal-Mart and

finding ways to implement green marketing. It talks about the importance of green energy to consumers and why companies are revamping products to

 become green.

The goal of green marketing is looking for a way to make a difference. Green marketingis expanding its efforts to help consumers learn how to demand renewable energy over 

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traditional energy that comes from other sources. A green marketer is required by lay to

have a certain amount of renewable power in their resource portfolio. A consumer will

only be asked to pay for the requirements mandated by law and they will not need to payfor the environmental practices.

Green marketers face the difficult problem of finding support for their projects. New projects may not need the support but existing projects may need support in order to

continue producing energy. Government funding is often the avenue most green

marketers seek for initial investments, but once the money is up, they have to look toother avenues for funding. Before green marketers can being new projects, they have to

maintain money for existing projects or find ways to lower the costs on existing projects.

Green marketers must find ways to market the existing product and find support for new

 projects. This is why it is so important to disclose all the information about on-going projects and to disclose information about new projects.

Green marketers must fully disclose all information they can to their consumers. The

 portfolio needs to include information about emerging renewable resources and billingstatements. Advertisements should also be included in the portfolio so consumers can

obtain a perspective of the green energy source. Government agencies and privateorganizations will have an interest in the portfolio and will want to learn about emerging

energy sources. A green marketer must always provide substantial evidence to support

any claims they make.

One of the most important aspects of green marketing is setting the price for the energy.

The costs must be fair and the consumers need to have good information about the energy

they are using. Informed consumers will trust the company and will spread informationvia word of mouth and may have advocate for public support of the green energy source.

As with anything, a green marketer needs to be prepared for criticism from some parties.

Having a well-planning strategy will help a green marketer overcome their critics andhelp them understand the energy source.