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How not to make your green marketing a joke

I’ve been getting in trouble lately from the green marketing community. They think my “Got Green? and 10 Other Brand Curdling Cliches of Green Marketing” presentation is making fun of the industry.

It’s not. It’s making fun of companies and brands that are eager to jump on the green bandwagon without doing their homework. Their green marketing shortcuts are laughable, diminishing the credibility of the entire green marketing industry.

At least Lorna Li of Green Marketing TV appreciates my humor. She recently invited me on her web TV show to discuss the art of green marketing.

The Art of Green Marketing for Sustainable Brands – Park Howell, Park & Co from Green Marketing TV on Vimeo.

In this interview we cover:

  • Which companies tell their sustainability story well, without the hackneyed green marketing cliches
  • Big brands that are failing the “got green?” test
  • Successful examples of green marketing
  • Egregious examples of green wash, in products that have no business calling themselves green
  • Whether green marketing is really dead and if we should just give up

This revealing discussion with several real world green marketing examples, ought to help you better define your green marketing strategies and bring you closer to becoming a remarkable sustainable brand.

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2 Comments On This Topic
  1. Chris Rugh posted
    December 13, 2011 at 5:35 pm

    Great post! I agree. I think a lot of companies out there are just trying to “go green” because it’s become a fad and aren’t really thinking about what it means and involves to really “be green”.

  2. Why blogging isn't a popularity contest | ParkHowell.com posted
    March 29, 2012 at 1:33 pm

    [...] I started to blog about green marketing and sustainability to further define our ad agency’s position in this growing niche. We’ve been creating cause-related and environmental movements since 1995, long before being green was cool. [...]


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