“Oh Yeah – We’re On Facebook” is Not a Social Media Strategy

While traditional brands suffer from this misconception as discussed in this great article in Venture Beat, for natural brands the missed opportunity to capitalize on the online green community is breathtaking.  Unlike the mass market of traditional brands, the green world lives and breathes online! Unless you live in enclaves like Portland/Boulder/ Marin, it’s easier to find fellow green consumers online than in your own neighborhood. So, natural products consumers build relationships with like-minded folks and brands on the internet,…

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Expecting More From Business — Common Wealth Contributions By Business (Part 2)

Oringally posted at the  SAP Business Innovations for Sustainability blog, cross posted with permission This blog is a follow up to my prior blog Expecting More From Business — Common Wealth Contributions By Business (Part 1) where I discuss the book Betterness: Economics for Humans, by Umair Haque as a new standard for how we measure the contributions of business to society. In this second part, my I want to investigate how well this framework can inspire thinking for “betterness” by evaluating common wealth contributions of a…

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Expecting More From Business — Common Wealth Contributions By Business (Part 1)

This blog originally posted to the SAP Business Innovations for Sustainability Blog, cross-posted with permission. Common Wealth Contributions By Business Much to the annoyance of some past bosses, I have a habit of asking in meetings, “Why are we doing this, and what are we hoping to achieve?” The economic turbulence of the last dozen years has led to me wondering the same thing about how we humans conduct our economic exchange. Asking the question, “what should we want to achieve in our economies,…

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3 Steps to Great Content Marketing For Green Brands

It’s the hot new buzz word and seems simple at a glance. But how does a green brand…or any brand for that matter put together a strong content marketing program that drives consumers to purchase.

Note that I said, “drive consumers to purchase”, not “drive traffic to the website”. Because website traffic is not the end goal and much of content marketing can be done outside of company properties.

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Green Business Newsletter

Thanks for your interest in the Better Business newsletter! We send out one email a week with the coolest and best business headlines from the world of sustainability. To keep the Better Business Newsletter as relevant as possible, we’d love to hear from you about how we can best serve you, so please post a comment below! What industries do you want to hear more from? What other resources can we provide? Any other feedback is also welcome. Free form it…

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Breaking Into The Mass Market With A Green Offering

Developing an environmentally focused product or service can sometimes lead to companies restricting their potential customer base. While it is vital to get an initial foothold in the green and ethical sphere where consumers and businesses are actively looking for the solutions you offer, to reach more people and make more of a difference, the mass market has to be pursued.

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50 Shades of Green

Deep green, light green, pistachio – the more being green becomes mainstream the harder it can be to exactly define the green consumer.Taking the time to define those consumers- how they live, where they get information, what drives them can provide insight and a much better idea of how to target your brand. No longer does the green consumer rule for green brands…unless you consider all of the different shades.

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Required Reading: Green Marketing 101

I recently came across the syllabus I put together for a graduate-level course in green marketing and communications and looking it over, it occurred to me that the materials included in the required reading list would outfit a nice library for anyone interested in learning about the topic.

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