Cracking the Green Code This paper by psychologist John Marshall Roberts helps provide insight and shift thinking regarding the causes and consequences of effective communications in the energy and environmental space. In it, John challenges the depth and sufficiency of existing marketing ideologies and outlines a clear, scientifically validated values-based messaging framework based upon the work of late developmental psychologist Clare W. Graves. This simple, resilient, and highly actionable framework can be easily applied to a variety of marketing and communication contexts, helping environmentally-minded professionals create messages that strategically overcome mental resistance and inspire sustainable behavior change. Several real world examples and applied research results are outlined, along with a list of concrete, short-term opportunities for professionals who wish to apply this framework within their own businesses.
Preventing Greenwashing This report on Preventing Greenwashing from Business for Social Responsibility and Futerra Sustainability Communications aims to help companies avoid the most common mistakes in communicating their green activities, and the perception of greenwashing. As you seek to define and adopt a green marketing approach, be cautious of the problems that this report identifies.
As more companies begin touting their CSR values and vision within their Web sites, annual reports, and advertising, they need to be authentic or the messaging will backfire. But done the right way, green marketing can be a driver for business growth.
This paper explores the do’s and don’ts of green marketing, and lists the five guidelines for effective environmental marketing (from The Boston College Center for Corporate Citizenship) as well as the Seven Sins of Greenwashing (from Terra Choice).
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