Taking steps to become eco-friendly can serve as a promotional bragging right, elevating the status of your business in the eyes of the consumer public. In short, it’s a win-win on the promo front. So if you’re looking for a few good ways to greenify when it comes to touting your business and your brand, […]
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 […]
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. […]
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 […]
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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How are large private sector companies supporting social enterprises? Are there enough collaborations where well-meaning corporations can form strategic partnerships with social enterprises to further a good cause.
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.
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.