chapter
Green marketing
ByKatie Kross
Pages 6

Green marketing, as the name implies, means marketing and brand management for environmentally friendly products and services. The lifestyles of health and sustainability consumer are an important segment that MBA students should be well versed in, though it is by no means the only target audience for green products these days. There are consulting agencies that specialize in green marketing, but the biggest set of opportunities lies in working in the in-house marketing department of a company that offers green brands. Obvious examples include companies like Clif Bar, Seventh Generation, Honest Tea, or Patagonia, but there are literally thousands of options to market products ranging from Fair Trade coffee to organic T-shirts to electric cars. If someone is interested in consumer products, check out the directory of companies in Green America's online "National Green Pages," as well as the lists of products carried at organic grocers like Whole Foods and retailers like Gaiam.