February 2011
Intermediate to advanced
256 pages
8h
English
Content preview from The New Rules of Green MarketingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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9Two sustainability leaders that superbly address the new rules
The new rules for addressing the demands of today’s sustainability-minded consumers not only represent a seismic shift in communication strategy but also now require a thorough, life-cycle approach to product development and the ability to forge constructive coalitions with a wide array of new corporate stakeholders. While most businesses are still learning the new rules and trying to adapt accordingly, some business are leading the way, pioneering new strategies, and enjoying the myriad benefits. While many companies, large and small, fit into this category, two have been chosen to be profiled in depth in this chapter: Starbucks and Timberland.
Of course, no company can be considered ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.