MARKETING

The Five Simple Rules

of Green Marketing
by Jacquelyn A. Ottman

T here is no substitute for a genuine commitment

to sustainable design. It can be an opportunity to innovate
and grow, as well as to strengthen a brand. But as Jacquelyn Ottman
makes clear, companies have to get the right message out. As her examples demon-
strate, that means knowing what’s important to customers, empowering them to
feel they make a difference, being transparent, maintaining quality, and carefully
evaluating price concerns.

When it comes to shining a spotlight on turing can yield significant opportuni-

specific sustainability issues, count on ties to grow your business, to innovate,
NGOs and consumer groups to target and to build brand equity. All you have
the most respected and trusted brands to do is get the word out… right?
first. Overnight, issues will make front As with any other major business
pages and leaders will be pressed to endeavor, this is easier said than done.
make changes. The list of recent targets Even very responsible companies have
Jacquelyn A. Ottman,
President, J. Ottman
reads like a Who’s Who of branding: run into trouble with sustainability-
Consulting, Inc. Home Depot (sustainably harvested minded NGOs and consumer groups,
wood), Nike (child labor practices), thanks to a poorly planned and crafted
McDonalds (Styrofoam clamshells, and marketing message. Protect your com-
now obesity), and Coke (sugar, water, pany from these common pitfalls and
and packaging). What does all this mean start taking advantage of new opportu-
for your business? Simply stated, if you nities by heeding my five simple rules
don’t manage your business with respect of green marketing:
to environmental and social sustainabil-
Know your customer. If you want
ity, your business will not be sustained!
to sell a greener product to con-
But the converse is true, too. A strong
sumers, you first need to make sure
commitment to environmental sustain-
that those consumers are aware of
ability in product design and manufac-
and concerned about the issues that

Design Management Review Fall 2008 65

Green Design

your product attempts to

address. Whirlpool is just
Consumers much less greener ones, so keep
this in mind as you develop your
one company that learned must believe in the target audience and product
this lesson the hard way. specifications.
Even after winning a $30 legitimacy of your
The rules in action
million Golden Carrot prize product and the
for being first to market Let’s take a look at marketing
with a chlorofluorocarbon specific claims you appeals for some eco-designs
(CFC)-free fridge, the com- (improvements over existing
are making.
pany discovered that con- products) and eco-innovations
sumers wouldn’t pay the (new types of products) that do
premium because they didn’t know what a great job of winning over green consumers
CFCs were—and there were no other value- while grabbing market share.
added benefits.
Tom’s of Maine
Empower consumers. Make sure that con- The husband and wife team of Tom and Kate
sumers feel, by themselves or in concert with Chappell created this full line of personal care
all the other users of your product, that they products about 30 years ago. Ten or so years
can make a difference. This is called empow- later, the brand broke out of the deep-green
erment, and it’s the main reason why con- niche to achieve distribution in CVS, Duane
sumers buy greener products. This powerful Reade, and other mainstream drug outlets. The
principle underlies so many campaigns laden company is now owned by Colgate-Palmolive
with simple tips for lightening one’s impact and represents just one of many deep-green
on the planet. brands that are increasingly being purchased by
mainstream marketers. Other examples include
Be transparent. Consumers must believe in
Estee Lauder’s purchase of Aveda, Danone’s par-
the legitimacy of your product and the specif-
tial purchase of Stonyfield Farm, and Unilever’s
ic claims you are making. Caution: There’s a
acquisition of Ben and Jerry’s ice cream.
lot of skepticism out there that is fueled by the
The messages on the sides of the Tom’s of
raft of spurious claims made in the go-go era
Maine toothpaste carton are just one reason for
of green marketing that occurred during the
their success in winning over green consumers.
late ’80s to early ’90s. One brand of household
On one panel, check out the letter from Tom
cleaner, for instance, claimed to have been
and Kate stating their company’s mission.
“environmentally friendly since 1884.”
Signing the letter lets customers know there real-
Reassure the buyer. Consumers need to ly is a Tom, there really is a Kate—just like there
believe that your product performs the job really is a Ben and there really is a Jerry—that is,
it’s supposed to do. They won’t forgo product two real people minding the store and staking
quality in the name of the environment. their personal reputations on the quality of their
(Besides, products that don’t work well will products. (The company website features a simi-
likely wind up in the trash bin, and that’s not lar letter.)
very kind to the environment.) Another panel lists all the ingredients in the
toothpaste—all-natural spearmint oil, for
Consider your pricing. If you’re charging
instance, and next to each ingredient is the role
more for your product—and many environ-
each of the ingredients plays in the toothpaste.
mentally preferable products cost more due
There’s even a third column that lists the loca-
to economies of scale and use of higher-qual-
tion from which each ingredient is sourced.
ity ingredients—make sure that consumers
(Again, the company website reinforces this,
can afford the premium and feel it’s worth it.
with an in-depth look at the ingredients in all
Many consumers, of course, cannot afford
Tom’s of Maine products.)
premiums for any type of product these days,

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 The Five Simple Rules of Green Marketing

This is unprecedented in the

history of consumer goods!
Toyota’s Prius Tide Coldwater
Tide Coldwater is a line exten-
Can you do this with your is likely the most sion of Tide that is helping it
product’s ingredients? How build brand equity and stay
many of them contain warning successful green fresh—and green—in the mar-
labels? (Both Crest and Colgate product in the ketplace. A lifecycle assessment
do.) For Tom’s, the ingredient commissioned by Procter &
list helps get consumers over world today Gamble found that 80 to 85
any price barriers at the point percent of the energy used to
(along with the
of sale and underscores credi- wash clothes comes from heat-
bility and trust. Buyers feel they ubiquitous compact ing the water. P&G calculated
are choosing a brand with nat- that US consumers could there-
ural ingredients and accept the
fluorescent lamp). fore save $63 per year by wash-
price premium. ing in cold water rather than
warm. So, with the proviso that it could per-
The Toyota Prius
suade consumers that cold-water washing was
Toyota’s Prius is likely the most successful green
efficacious, P&G positioned the product as a way
product in the world today (along with the
to save on energy bills.
ubiquitous compact fluorescent lamp). And for
Marketing efforts first reassured consumers
many good reasons. First, it provides consumers
of the product’s efficacy. Then, P&G set up a
with all they seek in a sedan and more—attrac-
website that encouraged visitors to calculate the
tive styling, fuel efficiency, and a hybrid engine
amount of energy they could save, both person-
that makes it possible to drive for an unlimited
ally and in conjunction with all the others who
amount of miles stopping only for fill-ups (ver-
took the same Tide Coldwater Challenge.
sus, for instance, having to stop for a 12-hour
Advertising showed how long a major US land-
recharge if the engine were all electric). Also
mark, such as the Empire State Building, could
because of the hybrid engine, the car is beloved
be lit with the energy that could be saved if all of
by car enthusiasts for its quiet ride. Examine the
the consumers in New York City switched to
dashboard and note a most unusual feature—a
cold-water washing.
screen that lets the driver know which of the two
On its website, P&G also engaged consumers
engines is in use and how much fuel efficiency is
with helpful energy-saving tips and resources,
being enjoyed at any given moment. Anecdotes
starting with information about switching to
report that Prius owners try to beat their previ-
Energy Star-certified compact fluorescent light-
ous record each time they drive!
ing. It included tips from the Alliance to Save
When the car was introduced, ads focused on
Energy environmental group, and encourage-
superior performance evidenced in a quiet ride,
ments to “consider buying a different kind of
while supplemental ads touted its environmental
car”—namely, the Prius.
bona fides. With energy prices on the rise, the
Leveraging word of mouth via the Tide
Prius pitch has shifted to superior fuel efficiency,
Coldwater Challenge and associating with
while a crafty PR machine links the car to envi-
notable third parties helped to overcome the
ronmentally conscious celebrities and causes.
barriers of skepticism, and the Tide brand found
Some owners, it is reported, even buy the car for
a fresh new message in step with the consumer
what is being called conspicuous conservation—
need to control rising energy prices.
letting everyone know they are environmentally
astute. In fact, as of the second quarter of last MilliCare
year, the number-one reason owners said they In 2003, carpet and chemical manufacturer
bought the car was “because it makes a state- Milliken & Co. was in search of a new branding
ment about me.” strategy for MilliCare, its franchise carpet and

Design Management Review Fall 2008 67

Green Design

textile maintenance division.

Recognizing the rapid growth of
The environmental multidimensional and had high
impact. The company launched
the green building industry and movement its new brand at World
widespread concern over Workplace 2004, the premier
employee health, recruitment, is about trade show for the company’s
and retention, The Moderns, a doing things primary audience of facility
New York-based branding and management professionals.
design agency, drafted a posi- differently. Subsequent efforts have includ-
tioning document that showed ed strategic placement of
how MilliCare could own “clean” in all of its bylined articles in trade magazines to support
dimensions—something MilliCare’s competi- the company’s thought-leader positioning,
tors weren’t doing. pitching feature stories in vertical market publi-
With the help of sustainability experts, cations to introduce the concept of sustainable
MilliCare and The Moderns moved forward carpet and textile maintenance in such indus-
with a brand positioning that articulated the tries as education and long-term care, and local
many benefits of sustainable maintenance and and regional business coverage to promote the
set up MilliCare to speak not just to facility brand and its individual franchisees.
managers, but also to architects and designers, Clearly, gaining the acceptance and buy-in of
developers, human resource professionals, and MilliCare’s 80-plus franchisees was an important
CEOs. In so doing, MilliCare’s brand recognition step in the rebranding process. A comprehensive
was significantly enhanced nationwide. In addi- rollout campaign included an interactive game to
tion to a significant increase in telephone create intrigue, a series of launch events to pro-
inquiries, new business opportunities, and sales vide education, and a monthly e-newsletter to
(up 30 percent), MilliCare has extended its reinforce brand messages. As a result, the external
national network through increased franchise launch saw a nearly flawless implementation of
partner recruitment. More partners have joined brand standards—from incorporating new mate-
the franchise in the last two years than joined rials to revitalizing the entire sales process.
the six years prior.
The Method line of household cleaning, laun-
The new positioning for MilliCare was cap-
dry and personal care products
tured with a new identity, tagline, stationery,
The environmental movement is about doing
training manual, presentation tools, modular
things differently. Method is a brand that is try-
marketing kit, product packaging, uniforms,
ing to express this differentness in nearly every
vehicles, signage, franchise office design, and
way possible, starting with how the product
tradeshow design.
looks and smells. The bottle for the dishwashing
To counter the fact that maintenance service
liquid, for example, looks like an upside-down
is done at night (in absentia) and as a result is
teardrop. It was specifically designed by fashion
essentially invisible, The Moderns developed
designer Karim Rashid so that consumers would
various promotional initiatives, including spon-
feel comfortable leaving it right at the kitchen
soring a book entitled Green Clean, the
sink, helping the user project a sort of status to
Environmentally Sound Guide to Cleaning Your
visitors. Packaging is minimal and recyclable,
Home. Local MilliCare franchisees sponsored a
and the contents inside are biodegradable.
community cleanup program and an “on-the-
The Method product label sports an under-
ground” presence with branded vehicles that
stated lower-case m in a circle, with method also
acted as a compelling billboard promotion and
in lowercase just beneath. No splashy lettering.
resulted in a significant increase in telephone
No flashy starbursts like the ones that are
inquiries and new business opportunities.
designed to capture consumers’ attention at
Publicity efforts on behalf of MilliCare were
mainstream store shelves. What attracts con-

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 The Five Simple Rules of Green Marketing

sumers to this product is the distinctiveness of 1. Think and act holistically. It is no longer
the package shape and the unique coloring of enough to focus on functional benefits
the product inside. This product may look alone. Ask: What are we making? Product
expensive, but it actually sells at competitive or service? Green or not? How are we mak-
prices at Target, Office Depot, and Safeway. ing it? Who are we working with?
Method doesn’t advertise. The brand attracts
2. Take advantage of the opportunities that
consumers via strong price value and through
green marketing represents to engage con-
word of mouth that is generated in a number of
sumers on an emotional level and thus
highly effective ways, starting with the unique-
build brand equity. Ask: How can we make
ness of the product itself. Visit the Method web-
our passion and vision relevant and engag-
site and read how the company tells visitors
ing, our consumers into advocates? How
what it stands for. Each element of the Method
can we empower consumers to make a dif-
mantra—efficacy, safety, environment, design
ference by providing them with education,
(how many brands would list design?), and fra-
infrastructure, events, and experiences?
grance—gets a page. (In-home interviews I con-
ducted for a client recently attested to the 3. The way you communicate will be critical
importance of this brand’s light scent to con- to success (and will help you avoid green-
sumer purchasing decisions.) Do your brands washing). Ask: How can we ensure that our
have mantras—or simply a list of benefits, or at approach is viewed as authentic? As trans-
least a marketing and creative strategy? parent? Are all stakeholders aware of our
Another thing you’ll find at the Method web- intentions and progress? Is our vision
site is a campaign called I Fight Dirty. (Note the embedded into the fabric of our company?
“anti” tone.) This campaign empowers users to
4. Eco-innovation represents new ways to
fight not only against dirt itself, but also against
grow top-line sales. Ask: How can we
dirty industry practices, such as making prod-
inspire consumers? What technology and
ucts in bottles that can wash up on pristine
partners do we need to gain access to?
beaches. Thus, it captures the brand’s essence
from an emotional, as well as a functional, 5. Strive for an ideal goal of zero environ-
standpoint (another breakthrough). mental impact. Strive to eco-innovate
Refer to the Method website to see a sample rather than simply eco-design. Ask: What
of a newsletter sent to consumers who sign up. would it take to achieve zero environmen-
Recent issues have proffered tips on how to tal impact and still meet our consumers’
compost Christmas trees and locate brands of needs? Can we make consumers more
reusable diapers. The website talks about the responsible? It’s one thing to design better
places where Method has been spotted—like the products and technologies. But industry’s
Green Festival hosted by Coop America each efforts will only go so far. Achieving zero
year. And it even gives visitors the opportunity environmental impact will come about
to buy Method t-shirts and other merchandise! only if changes in consumer behavior can
How many of your users would wear clothing be made—thus the genius of Toyota’s dash-
with your brand’s name on it? How many of you board and websites that engage consumers
would even think to offer it? in more responsible forms of behavior.

Reprint #08194OTT65
Putting the rules to work for your business
To start capitalizing on the many market oppor-
tunities represented by sustainability, consider
the following:

Design Management Review Fall 2008 69