February 28th, 2012

The New Rules of Green Marketing – 1st Anniversary Review

Its first anniversary seemed like an apropos time to review “The New Rules of Green Marketing” by Jacquie Ottman – something I’d been meaning to do for a while.

I was first impressed by Ms. Ottman’s work with the second edition of her first book, “Green Marketing”, published in 1998. It was truly a well-researched, well-written book by a leader in the field. Her New Rules outdoes her initial efforts, while also incorporating the events, trends and wisdom of the last decade in which sustainability has become mainstream and even business critical in many industries.

With extensive use of research-based statistics and numerous graphic illustrations, this bible of green marketing covers a lot of ground succinctly in a way businesses of any size can apply its teachings. The book is full of practical checklists at the end of each chapter, an extensive 25-page green marketing resource guide, and dozens of inspiring case studies of successful, greener products and companies.

The book also provides in-depth insights into the changing needs of mainstream consumers; how companies of all sizes have responded with fresh green marketing strategies, including a discussion of cause marketing and eco labels; what it takes to succeed; and what shape the future of marketing will take.

Ottman draws on a lot of data and incorporates lessons learned from the Fortune 500 and others, including Method, Timberland and Starbucks. She demonstrates how to: spur innovation through a proactive approach to sustainability; design products to be green throughout their lifecycle; and communicate credibly and transparently to avoid accusations of “greenwashing” and inspire stakeholders.

New Rules’ substantial coverage of topics across many categories includes whole-lifecycle processes such as energy and water used in manufacture and transportation, questions of end-of-life disposal, and many other issues necessary in creating and communicating about truly sustainable and responsible products and organizations. Helping engage customers around reducing waste and responsible consumption is a practice descirbed in the book that is starting to gain significant traction.

One of the book’s “seven strategies for green marketing success” is establishing “credibility for your efforts by communicating your corporate commitment and striving for complete transparency.” I agree completely with this, assuming there is a substantive corporate commitment to begin with, and where “complete transparency” relates to all that stakeholders need to know for informed decision-making.

One of the ways I would have loved to see the concepts of corporate commitment, credibility and transparency explored further was through a discussion of corporate-level (as opposed to brand level) efforts and communications, including the development and use of sustainability reports. Most of the Fortune 500, and hundreds if not thousands of others, now compile these reports, and the number is still growing. The report, when done properly, serves as both a strategic sustainability roadmap for the company and as the basis for an array of green marketing efforts. Ottman does make reference to them on page 138.

But this takes nothing away from how useful Ottman’s book is to green marketers at all levels. There is something new and useful for even the most seasoned green marketers, and New Rules should be on all marketers’ book shelves.

Posted by perry
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