Green Marketing:Consumer Driven Success

By: Kellie Bonham

Outline:

1. Background & Introduction2. The Green Marketplace3. The Green Consumer4. Being Heard: Greenpeace5. Apple: The Greenest Family of Notebooks?6. “Greenwashing”7. Conclusion

What is Green Marketing?

• Green marketing, a new concept, refers to the specific development, pricing, and promotion of environmentally safe products, in an environmentally sensitive manner

• It is: Consumer Driven!

Green Marketplace:

• Sustainable Economy (76 billion dollars)• Healthy Lifestyles (27 billion dollars)• Alternative Medicine (30 billion dollars)• Personal Growth (10 billion dollars)• Ecological Lifestyles (81 billion dollars)

The Green Consumer:

• Highly Educated• Average Income• Least Price Sensitive• Favor value• Brand loyal• Influential to other consumers• Early Adopters• Consistent with morals, ethics & beliefs

The Consumer Voice!

Greenpeace

• Established in 1971

• One of the largest and most successful environmentalist groups today

• Your voice is your strongest weapon!

• Consumers CAN get what they WANT

Greenpeace

• Protested against: McDonald’s, Target, Kleenex…. Etc.

• However, most recently, towards the end of 2008, Greenpeace won a major battle with a huge technological corporation….

• Anybody know who?

Apple

Apple

• Pressure from environmentalist groups like Greenpeace

• Threats from consumers to boycott Apple products and opt for companies with a greener agenda (HP and Toshiba)

• Consumer Trends/ Social Trends• Overall “Apple” mentalityhttp://www.youtube.com/watch?v=AqJl6huz4y0

Successful Green Companies:

• Planet- Friendly• Authentic• Honest• Offer Superior Performance• Make a difference• Hear the consumer voice• Strong Brand Name

Examples:

• Bank of America• DuPont• S.C. Johnson• Honda• Starbucks• HP• General Electric

“Greenwashing”

• When the consumer is lead to believe that the brand or product they purchase is of green standards when it is not.

• The Accused: Kleenex, Fiji Water, IKEA

• Destroys brand image and customer loyalty• Loss in profits

Kleenex

• Kleenex and Kimberly-Clark have recently been accused of false advertising green products, when in fact, only the box is recycled material.

•Loyal customers feel betrayed, brand image is at risk!

Questions:

• Does green marketing actually exist?

• Is this just a social/consumer trend?

• Are companies going green for the right reasons?

Think about it!

• Visit Greenpeace.org• Do some research• Buy green products!

Works Cited:

•http://www.apple.com/hotnews/agreenerapple/• Greenpeace. http://www.greenpeace.org• The Effect of Green Marketing: Consumer

Trends Drive Profit. http://www.youtube.com/watch?v=xj1TqhJLaQI

• Going Green. https://www.wecanlivegreen.com/greenliving/goinggreen.html