Green Branding: Authenticity Matters

Green marketing expert Jacquelyn Ottman remarks on a recent NYTimes piece reporting

… that green brands launched in recent years by mainstream marketers such as Clorox (Green Works) and S.C. Johnson (Nature’s Source), had experienced sharp sales declines during 2009 and that introductions of green brands were off during that period, too. And then I perked up. The article went on to report that, in stark contrast —even during the recession—brands like Seventh Generation and Method experienced double-digit growth and market share gains, too.

She goes on to observe: “It’s easy for consumers to tell that Green Works and Nature’s Source are made by the same companies that produce the ‘brown’ products consumers are trying to shift away from.” Perhaps the green community actually cares about deep company values and  genuine commitment to sustainability.

Tags: green marketing