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Green Marketing in the Age of Twitter, Green Fatigue & Bright Greens

Green Marketing in the Age of Twitter, Green Fatigue & Bright Greens

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Published by Lance Shields
The paper is titled “Green Marketing in the Age of Twitter, Green Fatigue & Bright Greens” because green marketing does not exist in a vacuum but is part of a collection of relevant cultural trends that if understood, I believe, can make green marketing more effective and high impact. For “the age of Twitter” the paper will discuss how social media can be used to build iconic tribal brands around green companies and nonprofits. For “the age of green fatigue”, the paper will look at the challenge of the oversaturation of environmental issues and green marketing messages that have lead to greenwashing. And for “the age of bright greens”, the point is that there’s a place for a new shade of green that takes advantage of the Internet, design and innovation to architect a brighter future.
The paper is titled “Green Marketing in the Age of Twitter, Green Fatigue & Bright Greens” because green marketing does not exist in a vacuum but is part of a collection of relevant cultural trends that if understood, I believe, can make green marketing more effective and high impact. For “the age of Twitter” the paper will discuss how social media can be used to build iconic tribal brands around green companies and nonprofits. For “the age of green fatigue”, the paper will look at the challenge of the oversaturation of environmental issues and green marketing messages that have lead to greenwashing. And for “the age of bright greens”, the point is that there’s a place for a new shade of green that takes advantage of the Internet, design and innovation to architect a brighter future.

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Published by: Lance Shields on Jun 28, 2010
Copyright:Attribution Non-commercial

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10/27/2011

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1
 
Green Marketingin the Age of Twitter,Green Fatigue &Bright Greens
LANCE SHIELDS
McGill MBA Japan Independent Study
 
2
 
“Every social and global issue is abusiness opportunity just waitingfor the right kind of inventiveentrepreneurship, the right kind of investment, the right kind of collective action.”
-
 
Peter Drucker
 
3
Table of Contents
INTRODUCTION.........................................................................................................4
 
G
REEN
M
ARKETING IN THE
A
GE OF
T
WITTER
, G
REEN
F
ATIGUE
& B
RIGHT
G
REENS
......4
 
HISTORY & BACKGROUND OF GREEN..................................................................7
 
H
ISTORY OF THE
G
REEN
M
OVEMENT
..........................................................................7
 
GREEN MARKETING 101........................................................................................12
 
D
EFINING
G
REEN
M
ARKETING
..................................................................................12
 
T
HE
G
REEN
C
ONSUMER
B
ANDWAGON
......................................................................13
 
V
ARYING
S
HADES OF
C
ONSUMER
C
ONSCIOUSNESS
..................................................15
 
A T
HIRD
S
HADE
 –
 
B
RIGHT
G
REENS
..........................................................................17
 
K
EY
C
HALLENGES FOR
G
REEN
M
ARKETING
..............................................................19
 
A C
HALLENGE FOR THE LATE
2000
S
 –
 
G
REEN
F
ATIGUE
............................................22
 
CASE ANALYSES....................................................................................................25
 
I
NTRODUCTION
........................................................................................................25
 
C
ASE
: T
HE
BP O
IL
S
PILL
- ILL U
OCIAL
M
EDIA AND
C
ROWDSOURCING
......................26
 
C
ASE
: S
EVENTH
G
ENERATION AND
T
RIBAL
B
RAND
M
ARKETING
...............................32
 
G
REEN
NGO M
ARKETING
........................................................................................47
 
C
ASE
: T
HE
U
RBAN
F
OREST
P
ROJECT
 –
 
D
ESIGN
M
EETS
G
REEN
................................47
 
C
ASE
: U
RBAN
F
OREST
M
AP
- P
NLINE
C
ENSUS FOR
T
REES
......................................50
 
CONCLUDING THOUGHTS.....................................................................................55
 
APPENDIX.................................................................................................................57
 
ADDITIONAL LINKS.................................................................................................65
 
PHOTO CREDIT:.......................................................................................................66
 

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