Notes Design

How are companies capitalizing on going green? Today in Monterey, California, "Sustainable Brands 08" has attracted over 500 branding, marketing and design strategists to share research and best practices, predict the future of sustainable marketing and set the bar for the future.

Jaqui Ottman, long time advocate for green marketing set the stage this morning by addressing the emerging concern for "Green Fatigue." She claims this is an outcome of marketing campaigns risking "greenwashing" than being authentically green and says it's happening too much.

Green will come to a screeching halt that will take 15 years to recover, 15 years that we don't have.

She then urged us to consider three key approaches and accompanied each with an example of a company that has embraced the strategy.

Focus on the primary benefits by linking to real consumer concerns - "No daisies, babies or trees!" People are concerned about the environment, heath and then the environment. She pointed to TOYOTA "Prius" that promotes their quiet ride and fuel economy vs saving the planet.

Transparency - TIMBERLAND's eco-metrics label that show information on renewable energy and links consumption to the carbon footprint.

Start from the inside out - HSBC;s "There's no small change" campaign and WalMarts focus on personal stories of green employees.