Read the full story at GreenBiz.
A few weeks ago over on LinkedIn, Joel Makower posted a rework of his article from 2011 declaring green marketing “over.” I posted a response then and have more to say today, starting with, “Yes.”
Yes: if we define green marketing as “the marketing of a green product.” Within that context, Joel may well be right. Green products have struggled to break through to the mainstream. According to our ongoing polling of Americans on this topic, the 22 percent of the population that leans green and is willing to pay a price premium for green products doesn’t want to buy mainstream brands. So that rules out Clorox Green Works — but rules in Seventh Generation (and if you look at The New York Times article Joel references that mentions the sales decline of Green Works, you’ll note the article also points out that sales for “pure” green brands such as Seventh Generation and Method are on the rise).
So, yes, if we’re talking about mainstream brands trying to sell a green product with a price premium to the mainstream market, that model has struggled to work.