This document provides tips and strategies for marketing green products and initiatives in a sexy and appealing way to gain mainstream appeal. It emphasizes the importance of highlighting both self-interest and higher purpose benefits. Examples discussed include focusing on cost savings, performance, and luxury aspects while also promoting environmental benefits. Stats on market sizes for green products and investments in clean energy are included to convince stakeholders. The document advocates using sexy branding, messaging about comfort and convenience, and inspiring grassroots movements to promote green causes.
2. REMEMBER THIS KEY
SEXY PRINCIPLE!
Harmonize messages of selfinterest (e.g., saving
money/making money, solving
problems, achieving goals)
and global purpose
Make going green
SUPERIOR to/MORE
economical than the
alternative—hit both
self-interest and higher
good
3. SEXY GREEN ANIMÉ AVATAR
Green Rena
mutlicultural
green
magazine
Womandesigned for
eco-conscious
AND imageconscious
audiences
Sexy in both
traditional
AND
nontraditonal
senses
8. SAMPLE MESSAGE
POINTS: ENVIRONMENT
“Our facility is 80% solar
(wind, hydro) powered”
“Working to achieve zero
waste within two years”
“Using only recycled raw
materials since 1950”
9. SAMPLE MESSAGE POINTS:
COMFORT/LUXURY/PAMPERING
“The warmest and
softest slippers you’ll
ever own, thanks to our
special blend of allnatural fibers”
“This powerful shower
makes you feel so
good, you won’t
believe how little water
you’re using”
10. STATS 2 CONVINCE
CEO, BOD, SHAREHOLDE
RS…
$4.12 TRILLION
invested in clean
energy worldwide
since 2007
Walmart’s sales of
organics:
~$15.44 billion
(2011)
Chevron owes
$19 billion for
antiethical, nongreen
practices
11. SAMPLE MESSAGE
POINTS: CONVENIENCE
“Enjoy fresh veggies from our
organic greenhouse all winter.
Need a scrumptious, juicy tomato
for your dinner? Just pick one off
the vine.”
“No more fussing with
cranky, complicated HVAC—
the passive ventilation
system has no moving parts
to break down”
Walmart controls 54% of organic food market, 2009; http://grocery.wordpress.com/2010/09/15/the-big-boys-and-organic-food-marketing/ That market was $28.6 bn in 2011 http://organic.about.com/od/marketingpromotion/tp/6-Largest-Organic-Retailers-In-North-America-2011.htmAs cited in Green America magazine, January/February 2013, p. 6.$4,125,290,128,273, to be exact. Source: Ethical markets Transition Scorecard, http://www.ethicalmarkets.com/category/green-transition-scoreboard/----- Meeting Notes (5/23/13 09:05) -----See for example http://www.mining.com/chevron-19-billion-assets-embargoed-in-argentina-58067/
Plus overall message: this project will destroy the range, the range can be saved.----- Meeting Notes (4/24/13 20:45) -----Mix of green and nongreen talking points