3The new green marketing paradigm

Conventional marketing is out. Green marketing and what is increasingly being called “sustainable branding” is in. 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 postwar era. Times have changed. A new paradigm has emerged requiring new strategies with a holistic point of view and eco-innovative product and service offering.

Historically, marketers developed products that met consumers’ needs at affordable prices and then communicated the benefits of their brands in a memorable way. Paid media campaigns characterized ...

Get The New Rules of Green Marketing now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.