According to an Aberdeen Group study of environmentally sustainable companies, 35% of those surveyed said green products offer competitive product differentiation and 28% see a demand for more eco-friendly products. Sustainable products undoubtedly stand at the forefront of many corporate initiatives, but are corporations effectively marketing these products?

In the current competitive landscape, consumer communication and label compliance is of paramount importance in establishing an eco-friendly business identity. The results of successful green marketing campaigns not only lead to greater and more positive brand recognition, but also to an increase in the consumption of these goods as consumers are increasingly informed by an environmental social consciousness.

On June 19th, we will discuss current label compliance standards and regulation and successful marketing strategies that produce tangible results from sustainability initiatives via consumer label recognition and awareness.

Topics of discussion will include:

• Marketing compliance within the Federal Trade Commission ‘Green Guides’ – Who benefits from these established standards?
• Labeling and ROI: How have business decisions leading toward offering green products affected the bottom line?
• Green products vs. regular products – what are consumers reaching for?
• What are effective methods for marketing to LOHAS consumers?
• Combatting green-washing: When the label is the greenest aspect of the product
• Customer engagement – How do you build communities of conscious consumers?
• Cost of green goods: How do sellers justify increased prices for green goods?

Speakers:

TBD

Moderator:  

  Dominican University of California - Green MBA, Jon Ragatz, Professor

For more information or requests to join the panel, email: