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Green Marketingin the Age of Twitter,Green Fatigue &Bright Greens
LANCE SHIELDS
McGill MBA Japan Independent Study
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“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
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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
Green Marketing in the Age of Twitter, Green Fatigue & Bright Greens
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Sections
« prev | next »- Introduction
- Green Marketing in the Age of Twitter, Green Fatigue & Bright Greens
- History & Background of Green
- History of the Green Movement
- Green Marketing 101
- Defining Green Marketing
- The Green Consumer Bandwagon
- Varying Shades of Consumer Consciousness
- A Third Shade – Bright Greens
- Key Challenges for Green Marketing
- A Challenge for the late 2000s – Green Fatigue
- Case Analyses
- Case: The BP Oil Spill - PR, Social Media and Crowdsourcing
- Case: Seventh Generation and Tribal Brand Marketing
- Green NGO Marketing
- Case: The Urban Forest Project – Design Meets Green
- Case: Urban Forest Map - Online Census for Trees
- Concluding Thoughts
- Appendix
- Additional Links
- Photo Credit:
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