Responsible Consumption: The Next Frontier in Green Marketing
by Jacquelyn Ottman | March 30, 2011 | 7,944 views
In this article, you’ll learn…
How to make your company greener and still profit
Four examples of green marketing successes
How you and your customer can engage in responsible consumption
The following article is adapted from The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding (Berrett-Koehler, February 2011).
Is Tom’s of Maine toothpaste really green if consumers leave the water running while they brush their teeth? Is an ENERGY STAR-rated light bulb really green if it remains on after everyone leaves the room?
It is one thing to design a product to be greener, but the negative environmental impact made throughout a product’s life-cycle cannot be minimized unless the consumer uses (and disposes of it) responsibly.
“Responsible consumption”—what I consider the next frontier of green marketing—is about conserving resources associated with using products. That includes encouraging consumers to use only what is needed and consciously reduce waste.
Sustainability leaders are striving for the ideal goals of zero waste and zero energy, but we will never get to zero until people learn to responsibly consume and properly dispose of the products they buy.