ABSTRACT
Today’s new world of marketing requires an ability to navigate fragmented media channels, infinite information, and dizzying distraction. Not to mention having to add a sustainability lens when marketing greener products. There are principles that are used by the marketing and communication firm Ogilvy Earth that can help marketers get their sustainability message across.
The pursuit of brand purpose has been the catalyst for a wave of sustainability commitments that we have seen in recent years. The impact of climate change on human health is undeniable at this point, already causing geopolitical turmoil and mass migration. Combine those real-world challenges with increased consumer demand for transparency and we see the continued elevation of sustainability as a strategic business driver.
In this chapter, we share our trusted best practices for green marketing, including:
Understanding the audience we are trying to reach so we understand where they are coming from.
Learning the triggers that drive the type of sustainable behaviors that we want to see.
Navigating the “Green Gap” and finding ways to eliminate the barriers to positive green behaviors.
Taking a leap of courage if you want to become a purposeful brand that stands out in the marketplace.
