If your product isn’t environmentally friendly, or the marketing message for your green product is poorly planned, consumer groups will be all over you, like they were when they targeted Home Depot for sustainable harvested wood, Nike for child labor practices, and McDonald’s for Styrofoam clamshells and obesity.
This article by Jacquelyn Ottman of J. Ottman Consulting, Inc., featured in The Navigator newsletter, recommends five simple rules to follow when marketing your green product:
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Know your customer
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Empower consumers
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Be transparent
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Reassure the buyer
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Consider your pricing
Follow the rules, then be sure to discuss them during media interviews, at your blog, at other blogs and in press releases.
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