Has “Green Marketing” Gone Mainstream?

The Green Market has gone mainstream according to Jacquie Ottman, author and green   marketing consultant.  She tells me that all consumers (I like to think of them as citizens who buy stuff), are a little bit green and some really green.  Jacquie contends that the green market is not just here to stay, it will also grow and mature, evolving the rules of engagement even further.   This is the premise of our joint workshop “Profiting from the New Rules of Green Marketing” that will be held in Toronto on November 29 & 30, 2011.

Jacquie believes that knowing how best to cater to today’s green consumers will bring significant opportunities to grow the top-line sales and revenue of any company that takes an authentic, holistic approach.  One that focuses on eco-innovate, life cycle of products and processes, genuine communication and partnerships.  And if you want proof, she will give you over 150 case studies of compaies who are doing it right and well, not so right.  Here is her take on the workshop, its benefits and insights.

This is quite a departure from my previous post in which Canadians appear to set the environment as priority # 5.  But Jacquie has a response to that as well.  Citizens are concerned about the environment as it pertains to its impact on them.  Therefore, the environment is a priority when it impacts their physical health, their ability to make a living and the future of their children.  And that is – in my humble opinion – why we should listen to Jacquie.  Because her message connects the dots.  We live in one system, on one planet, and all things are connected.  Green is mainstream and it always has been.

The Workshop Profiting from the Rules of Green Marketing takes place on November 29 & 30, 2011 in Toronto at Humber College North.

For More Information or to Register: http://www.sustainabilitylearningcentre.com/Public-Courses/profiting-from-the-new-rules-of-green-marketing.html

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About Kathryn Cooper

Kathryn Cooper is a committed sustainability practitioner and educator moving companies toward “green” profitability and sustainable competitive advantage by unlocking human creativity and technical innovation. Over the last two years she has had the privilege to work with companies like Dupont, Zerofootprint, WWF Canada, and Partners in Project Green on sustainability issues, best practices and renewable energy. Kathryn is a graduate of York University with a Master of Education specializing on Sustainability and the Environment. She holds an MBA from Wilfrid Laurier University, and a Bachelor of Science from the University of Guelph.
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