RBA Green Tool Kit: Product Life Cycle- Sustainability

If you offer a green product or service or if you operate in a green environment, this is a valuable marketing opportunity. Nowadays, consumers and businesses prefer to do business with those who demonstrate environmental concern. According to a study released by Environmental Leader in January of 2010 “customers reward marketing and advertising that employs ‘Green’ messages.” Follow these simple marketing rules for successful green marketing:

• Let your audience know that your company, products or services are green
• Never “greenwash.” That is, don’t make green claims that you cannot substantiate
• Make green certifications visible on your website and in all marketing materials
• Educate and inform your customer base and target audiences
• Get third-party endorsement using public relations to validate your claims
• Let your employees know about your green policies to generate pride and spread the message

Resources & Articles

• Business.gov Green Marketing: www.business.gov/manage/green-business/green-marketing/
• Environmental Leader: Energy & Environmental News for Business: www.environmentalleader.com/category/marketing/

Green Council Member Contribution: Rosemarie Monaco, Group M Inc, Public Relations & Marketing, rosemarie.monaco@groupm.org

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