The New Rules of Green Marketing

8Partnering for success

Historically, the only groups with a direct interest in a company’s products or operations were investors, employees, customers and end consumers, suppliers, and the press. However, with increased awareness of industry’s impact on our water, land, and air, new eyes from practically every corner of society now scrutinize a firm’s environmental and social impact, writing new rules for the ways business is conducted and brands are marketed. Today, a host of new corporate environmental and social stakeholders are now on the list, including the general public, citizen journalists and bloggers, educators, environmental and social activists, government bodies, community groups, church leaders and other religious groups, and even ...