The New Rules of Green Marketing

6Communicating sustainability with impact

Hertz promised to get you out of airports faster. Tide guaranteed to get clothes whiter than white. Keds sneakers assured kids that they would run faster and jump higher. But with environmentalism now a core societal value, consumers want to see green themes in marketing messages in addition to traditional promises associated with a better life. Indeed, communicating environmental and social initiatives with authenticity and impact can help establish one’s brand in the vanguard of this important trend. Indeed, such messaging can even ward off legislative threats and potentially protect one’s corporate reputation when things go wrong. Also, with stakeholders of all types – employees, investors, and consumers ...