Exploring the Value of Green Marketing

By moosnews
January 20, 2011

Did you know that all websites hosted at FatCow are powered by 100% wind energy? In fact, we’ve created some badges customers can put on their sites that certify their websites are eco-friendly in accordance with a partnership with the U.S. Environmental Protection Agency.

FatCow’s Gone Green?
You bet. Granted, we’re a web hosting company; everything’s online. There are no earthly resources to expend … except all that electricity. And so, for the last two years, we’ve been offsetting all of our electricity use with wind-generated Renewal Energy Certificates, becoming a “Green Power Partner” of the U.S. Environmental Protection Agency.

These Renewable Energy Certificates prevent the release of 2,660 metric tons of carbon dioxide from entering the atmosphere each year. The estimated yearly benefit to the environment is equivalent to planting ~2,390 acres of trees or not driving 6.1 million miles.

Customer Websites Are Green, Too
You have a choice in where you host your website, and with FatCow, you’re electing to host your site in an eco-friendly data center. If you’re a FatCow customer and you’d like to spread the word, add one of three “green” badges to your site.

Is Green Marketing Effective?
Promoting environmentally friendly products or services can be a double-edged sword; it can be highly effective if done correctly, but it can potentially backfire if done disingenuously.

Until recently, green marketing targeted a niche audience. It slowly gained momentum in the 80s and 90s, but didn’t find a mainstream following until the middle part of last decade. According to a June 2007 article (AdAge), media veteran C.J. Kettler noted that “nine magazine covers came out for the month of April in celebration of Earth Day,” causing her to declare that “the tipping point [for mainstream attention to the green movement] feels like it’s tipped.”

For some, however, the green movement quickly became overexposed, and marketers wishing to capitalize on it seemed disingenuous. In December 2008, Kelly Hlavinka (COLLOQUY) wrote that, “While … environmentally friendly … marketing initiatives [are] admirable, our collective rush to jump on the green-painted bandwagon has a high potential for consumer backlash.”

Ms. Hlavinka even used the same expression as Ms. Kettler, writing that “we’re quickly approaching the green marketing tipping point” — except she meant to say that, just 18 months later, it had begun tipping the other way. In fact, in a newsletter last year, we discussed some of our own recent green initiatives, and while many of you commended our efforts, some of you called it “phony pandering,” and urged us to “leave politics out if it.”

Does this backlash mean that green marketing isn’t effective? Not at all. It simply means that it needs to be done right. As Ms. Hlavinka puts it, the key is finding ways to “build loyalty with your green-minded constituents without appearing desperate or opportunistic.”

Green Marketing Resources
So how can you employ effective green marketing techniques? By learning from others: emulate the success stories, avoid the pitfalls. We’ve put together an eclectic group of green marketing resources, from case studies and expert advice to green WordPress themes:

  • Promote Your Green Website: We’ve experienced a tremendous amount of success with our own green marketing efforts, and we’ve heard from many of our customers who’ve received overwhelmingly positive feedback after adding one of our eco-friendly badges to their websites.
  • Install Green WordPress Themes: Give your WordPress site or blog a green makeover; these ten WordPress themes are perfect for green businesses and environmental non-profits.
  • Study History: Just last week, CBC’s radio program, “The Age of Persuasion,” explored the history of green marketing, examining what has worked in the past, as well as what hasn’t. The program is 26 minutes long.
  • Follow Five Simple Rules: Green marketing expert Jacquie Ottman, outlines her five simple rules of green marketing and highlights several case studies that put the “rules” in action, in this five-page .pdf article.
  • Tell a Story: In this September 2010 article, Shannon Arvizu points out that “Most clean tech marketing strategies lack a potent emotional or narrative component. Conventional green marketing [is limited to] facts or statistics … [which] is not necessarily the most effective way of communicating the value of a green product to consumers.”
  • Don’t Forget “Regular” Marketing: In this June 2010 article, Beth Zonis reminds us that “it’s important not to get too carried away with the green-ness … of your offering, at the expense of explaining how well it solves your customer’s needs.”

Tell Us What You Think
Share your stories with us. Is green marketing something that can help your business? Have you had success with it in the past?

This entry was posted on Thursday, January 20th, 2011 at 2:56 pm and is filed under General Moosings. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

53 Responses to “Exploring the Value of Green Marketing”

  1. Read up on Says:

    Read up on

    Awesome Webpage, Keep up the excellent work. Thanks.

  2. Blue Coaster33 Says:

    Woman of Alien

    Best do the job you’ve completed, this web site is admittedly cool with superb info. Time is God’s strategy for retaining every thing from occurring at once.

  3. Details Says:

    Thorn of Girl

    Excellent facts is usually found on this world wide web blogging site.

  4. watch free movies online Says:

    The Silent Shard

    This could almost certainly be very helpful for many within your work I want to will not only with my weblog but

  5. tv online, online tv Says:

    Healing’s Dragon

    to find problems to improve my web page!I suppose its alright to help make use of a handful of within your ideas!!

  6. streaming movies Says:

    The Silent Shard

    This may most likely be fairly handy for many within your work I decide to don’t only with my blog site but

  7. tv online, online tv Says:

    The Birch of the Shadow

    I think there may become a number of duplicates, but an exceedingly helpful list! I’ve tweeted this. Several thanks for sharing!

  8. water ionizer Says:

    Souls in the Waves

    Excellent Morning, I just stopped in to go to your internet site and assumed I would say I loved myself.

  9. alkaline Says:

    Souls in the Waves

    Excellent Morning, I just stopped in to visit your site and considered I would say I appreciated myself.

  10. kangen water Says:

    The Ships’s Voyages

    I believe engineering just can make it worse. Now there is a channel to by no means care, now there is not going to become a probability for them to find out.

  11. phen375 Says:

    Find more there:

    […]Nice blog here! Also your website a lot up fast![…]

  12. debt consolidation Says:

    Trackback

    […]you make blogging glance[…]

  13. get satellite tv Says:

    Third Flower

    My wife and i are actually now delighted that Albert could perform his research as a result of the suggestions he had through your web page. It can be every so often perplexing to simply usually be giving freely measures which many people might have be…

  14. Sunless Idol Tanning} Says:

    …Recommended websites

    […]Wow, marvelous weblog structure! How lengthy have you ever been running a blog for?[…]

  15. stop parking Says:

    The Slave of the Husband

    Searching for in advance to learning further from you afterward!…

  16. lan hurtige penge nu Says:

    Thorn of Girl

    Very good information may be found on this internet web site.

  17. mobile porn Says:

    The Birch of the Shadow

    I believe there may well be a few duplicates, but an exceedingly handy list! I’ve tweeted this. Many thanks for sharing!

  18. car parking Says:

    Healing’s Dragon

    to seek out problems to further improve my web page!I suppose its alright to generate use of a few of your respective concepts!!

  19. laane penge nu Says:

    Whispering Misty

    So sorry you can expect to skip the workshop!

  20. alkaline water machine Says:

    The Absent Game

    Among me and my husband we’ve owned much more MP3 gamers over time than I can count, such as Sansas, iRivers, iPods (common & touch), the Ibiza Rhapsody, etc. But, the last few decades I’ve settled down to one line of players.

  21. Garcinia Cambogia Says:

    …Awesome website

    […]The whole look of your web site is fantastic, let well as the content material![…]

  22. water ionizer plans Says:

    Thorn of Girl

    Excellent facts might be discovered on this net blog site.

  23. electrician license Says:

    Woman of Alien

    Best function you might have performed, this web site is actually amazing with amazing info. Time is God’s technique for keeping everything from taking place at once.

  24. electrician education Says:

    Woman of Alien

    Fantastic get the job done you have got completed, this great site is actually awesome with fantastic info. Time is God’s technique for preserving every thing from taking place without delay.

  25. d m locksmiths loughborough Says:

    Healing’s Dragon

    to seek out troubles to enhance my website!I suppose its alright to create utilization of a few of the concepts!!

  26. toenail fungus treatment zetaclear Says:

    …Additional Information ca be found here

    […]Nice blog here! Also your website lots up fast![…]

  27. auto locksmith las vegas Says:

    The Silent Shard

    This can in all probability be quite practical for a few of your job opportunities I decide to do not only with my web site but

  28. Click Here To Continue Says:

    …Click here for or more Information

    […]The entire glance of your site is wonderful, let smartly as the content![…]

  29. crazy bulk Says:

    …[Trackback]

    […]Wow, wonderful blog layout! How long have you been blogging for?[…]

  30. look at more info Says:

    The Silent Shard

    This may most likely be really useful for many of the work opportunities I intend to will not only with my website but

  31. vig-rx Says:

    …[Trackback]

    […]Nice blog here! Also your website a lot up fast![…]

  32. plumber pay Says:

    The Slave of the Husband

    Trying to get in advance to finding out extra from you afterward!…

  33. alkaline water brands Says:

    The Absent Game

    Among me and my husband we have owned additional MP3 gamers through the years than I can count, like Sansas, iRivers, iPods (classic & touch), the Ibiza Rhapsody, etc. But, the last few many years I’ve settled down to one line of gamers.

  34. Buy Phen375 UK Says:

    …Visitor recommendations

    […] What web host are you the usage of? Can I get affiliate hyperlink to your host? I wish web site loaded up as quickly as yours lol[…]

  35. steroids for bulk Says:

    …Check this out

    […]The overall look of your website is excellent, let neatly as the content material![…]

  36. best seo companies Says:

    …Recent Blogroll Additions

    […]The whole look of your web site is fantastic, let well as the content material![…]

  37. quid till payday Says:

    …Additional Information ca be found here

    […]Excellent blog here! Also your site so much up fast![…]

  38. The Moo Says:

    judi online

    I found a great…

  39. house blue Says:

    Healing’s Dragon

    to locate concerns to improve my website!I suppose its ok to make usage of a number of of your respective principles!!

  40. electrician tools for sale Says:

    Woman of Alien

    Excellent function you’ve got done, this web site is actually awesome with wonderful information. Time is God’s method of preserving anything from taking place at once.

  41. Phen375 Customer reviews Says:

    Phen375 Customer reviews

    […]The Moo's News » Blog Archive » Exploring the Value of Green Marketing[…]

  42. The Moo Says:

    bandar bola

    I found a great…

  43. qwejkfdbvsdmgnscdnsgfg Says:

    Title

    […]below you’ll find the link to some internet sites that we feel it is best to visit[…]

  44. Godaddy coupons Says:

    Great this web site is actually awesome with wonderful information.

  45. The Moo Says:

    agen poker

    I found a great…

  46. The Moo Says:

    riau hosting

    I found a great…

  47. The Moo Says:

    pirater compte facebook

    I found a great…

  48. alkaline water Says:

    The Birch of the Shadow

    I believe there may perhaps become a couple of duplicates, but an exceedingly helpful listing! I have tweeted this. Many thanks for sharing!

  49. alkaline water Says:

    The Ships’s Voyages

    I feel technological know-how just causes it to be even worse. Now there’s a channel to in no way treatment, now there will not likely be a likelihood for them to find.

  50. http://webkingz.camkingz.com/ Says:

    The Birch of the Shadow

    I feel there may possibly be a couple duplicates, but an exceedingly useful record! I have tweeted this. Lots of thanks for sharing!

  51. http://makemoney.camkingz.com/ Says:

    The Silent Shard

    This tends to in all probability be fairly valuable for many of your work opportunities I plan to you should not only with my blog site but

  52. he has a good point Says:

    Woman of Alien

    Best do the job you have done, this website is admittedly neat with fantastic information and facts. Time is God’s method of retaining anything from taking place at once.

  53. read more Says:

    Third Flower

    My spouse and i happen to be now delighted that Albert could execute his reports as a consequence of the suggestions he had as a result of your web content. It is on occasion perplexing to just usually be giving away steps which a lot of people could h…

Leave a Reply