Special Report on
Green Marketing Coalition
Green Marketing Coalition - Trends
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In the larger scheme of things, marketing is set of activities, functions, and processes for creating and communicating products and services that deliver value for customers, clients, and partners. Unfortunately, for many companies, “green marketing” has become a label that describes the way they tout their sustainability efforts and flaunt the responsibility of their products and practices. Perhaps we should consider using the term “marketing green” to more realistically describe how marketing practices are applied to not only improving the environmental and social performance of products and services, ...
A few companies have developed green guidelines for the direct mail business, but environmental leaders say the recommendations are too vague. The Green Marketing Coalition (GMC) is offering direct mail companies a set of marketing guidelines that it says will decrease the industry’s "carbon footprint." However, one environmental leader compared the effort to "putting lipstick on a pig." The direct mail business is under more environmental pressure than any other segment of the advertising business because of the huge volumes of paper it consumes and the waste that paper generates. ... Read More
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