Marketing expert, green strategy pioneer, and author of the revolutionary and very practical book The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding, Jacquelyn A. Ottman, describes how thinking and acting green has gone mainstream. Green marketing is here and is no longer simply a niche market. No longer do marketers use an environmental presentation when marketing products, but promote the added value of those green products. Jacquie Ottman describes how marketers must emphasize primary benefits to win over mainstream customers. With green consumers now forming the mainstream, the time is now to consider the new rules of green marketing.
Jacquelyn A. Ottman is my internet radio show guest on Blog Business Success; hosted live on BlogTalkRadio.
The show airs live on Tuesday, July 26, at 8:00 pm Eastern Time; 5:00 pm Pacific Time.
Marketing expert, green strategy pioneer, and author of the revolutionary and very practical book The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding, Jacquelyn A. Ottman, describes how thinking and acting green has gone mainstream. You will learn:
* Why green marketing has gone mainstream and is not a niche market any longer
* How to market environmentally friendly products to mainstream customers
* How to integrate sustainable thinking through the entire product use cycle
* How to utilize green thinking in the overall product innovation process
Jacquelyn A. Ottman (photo left) is the author of The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding (Berrett-Koehler, February 2011), as well as previous books including Green Marketing: Opportunity for Innovation, (McGraw-Hill, 1998, and Green Marketing: Challenges & Opportunities for the New Marketing Age, (NTC Business Books, 1993).
Jacquie Ottman blogs at http://www.greenmarketing.com/blog
A true pioneer in green marketing, Ottman has been consulting in the arena of green business for over 20 years as the founder and principal of the New York City-based J. Ottman Consulting, Inc.
Jacquie Ottman and her team have helped over 60 of the Fortune 500 find competitive advantage by leveraging credible green marketing and eco-innovation strategies. Clients include: 3M, GE, HSBC, Johnson & Johnson, Epson, HSBC, Nike and Samsung. As an adviser to the U.S. government's voluntary eco-labeling programs, Ottman has helped guide the marketing of the U.S. EPA's Energy Star, SmartWay and Design for Environment eco-labels, and the USDA's BioBased label.
A sought-after speaker at industry conferences and corporate gatherings in North America, South America, Asia, and Europe, she co-chairs both the Sustainable Brands conference, and is the co-founder of the Sustainable Business Committee of the Columbia University Business School Alumni Club of NY where she created a pioneering certificate program in sustainable business.
In 2004, Ottman and her colleagues were the principal organizers of the Design:Green educational initiative which was created under an EPA Innovation Grant with the goal of jump=starting eco-design education in the U.S. Endorsed by the Industrial Designers Society of America, it gave over 4000 practitioners and students a grounding in the principles of eco-design and green marketing via workshops which were held across the country. Today, the initiative continues via an online course that Ms. Ottman created for the Minneapolis College of Art and Design.
A former advertising executive on consumer packaged goods businesses at major New York advertising agencies, Ms. Ottman graduated from Smith College and attended the NYU Graduate School of Business.
Jacquelyn A. Ottman lives in New York City.
My book review of The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding by Jacquelyn A. Ottman.
Listen live on Tuesday at 8:00 pm Eastern, 5:00 pm Pacific time.
If you miss this very informative show, it will be available for free download as a podcast for iPod, iTunes, and MP3 players; or play it right on your computer. To download this, or any other of my guest interviews, go to the Blog Business Success host page and click on Archived Segments. Once there, click on the podcast icon at the end of the episode description, to download the show free of charge for your listening enjoyment. You can also subscribe to the show feed.
To call in questions for my guest, the number is: (347) 996-5832
Let's talk with marketing expert, green strategy pioneer, and author of the revolutionary and very practical book The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding, Jacquelyn A. Ottman, as she describes how thinking and acting green has gone mainstream. Green marketing is here and is no longer simply a niche market. No longer do marketers use an environmental presentation when marketing products, but promote the added value of those green products. Jacquie Ottman describes how marketers must emphasize primary benefits to win over mainstream customers. With green consumers now forming the mainstream, the time is now to consider the new rules of green marketing on Blog Business Success Radio.
