ABSTRACT
A new paradigm is being forged by sustainability leaders that are creatively, authentically, and distinctively addressing the new rules of green marketing. According to the new rules of green marketing, effectively addressing the needs of consumers with a heightened environmental and social consciousness cannot be achieved with the same assumptions and formulae that guided consumer marketing since the post-war era. A new paradigm has emerged requiring new strategies with a holistic point of view and eco-innovative product and service offering. To follow the new rules means to project one’s values, and to be sensitive to how one’s customers, employees, and other stakeholders interact with nature; to be cognizant of how the production and consumption of material goods impacts lives positively as well as negatively. The company’s deep-seated environmental and social values have translated into state-of-the-art green operating and manufacturing processes with the accolades to prove it.
