Foreword

Over the past decade few marketing topics have been more dynamic than that of “green” or “sustainability”. In a few short years we have witnessed consumers shift from being highly skeptical about the performance of green products to the commoditization of green in many categories.

The recent explosion of green media, products, services, and marketing has brought with it a sea of confusion and a lack of trust, all of which risk undermining the entire green movement and returning us to an era of consumer apathy.

Further complicating the green movement is the arrival of Gen Y who, now in their twenties, are taking center stage in the arena of consumerism. This generation’s formative years were the prosperous ’90s where they had so many choices that values often became the brand differentiator. Sustainability and green values are a generational characteristic for this 80-million-strong cohort that will influence their lifetime brand loyalty. Not only do they bring these deeply rooted values to the forefront of our economy, but also the tools to support or expose companies in the form of social media.

As this book goes to press we are seeing some of the world’s largest polluters also rank high as some of the most “environmental” companies, according to consumer perception. This misalignment between public perception and true environmental impact is being fostered by mass marketing that frequently highlights a handful of “green halo” products or initiatives. But this won’t last. The transparency of the Internet and the openness of social media tools will ruthlessly expose the differences between a company’s private and public face. With this will come a shift in green marketing from what you say . . . to what you do.

As we move to a future where green marketing cannot remain separate from a business’s operations, the role of the marketing team and its internal influence will evolve as well. At the heart of green marketing is a mission bigger than your own brand – the planet. It’s about a higher purpose that will require marketers to change their role in an organization to one that influences the organization’s actions and accurately reflects its true environmental impact. Is there a difference between green marketing and a green company? Today? Yes. Tomorrow? No.

Jacquelyn Ottman’s The New Rules of Green Marketing is a timely arrival that will enable us to navigate this changing world. She will help you move from “green” as a niche opportunity to its being a core part of any company’s marketing and overall corporate philosophy. Jacquelyn will inspire you about the potential of green marketing not only to generate growth but to feel better about yourself and your career as you help improve the health of the planet.

As we built the method brand over the past few years we undertook a pioneering journey bringing green home care into the mainstream. We have navigated these shifts within “green” by maintaining at the heart of our organization a true dedication to building a green and sustainable company called “People Against Dirty”. At method we do not sell a product; we sell a philosophy. By following our values and beliefs we have created not only a financially rewarding brand, but a higher level of satisfaction and happiness in work – knowing that we are part of something bigger than ourselves. After all, who wants to just make soap when you can save a planet? We hope you find yourselves on a similar journey.

Adam Lowry and Eric Ryan
Co-founders and CEOs, method
San Francisco, California