This article presents some of the interesting challenges marketers and advertising agencies will have with the new electric cars coming out over the next few years (“Selling the Electric Car,” Adweek, October 5, 2009). My students are showing more interest in sustainability and green products.
“America’s Greenest Brands”
In this article, “America’s 10 Greenest Brands?” posted on GreenBiz.com on September 29, 2009, we read about a consumer survey that identifies what consumers feel are green brands.
Many of my students are interested in sustainability and making green purchase choices. This could be discussed in the context of sustainability, marketing research, or positioning. It could also be a fun example using “Clickers.” I created a question that asked “In a survey of U.S. consumers, which of the following brands was not listed among the U.S.’s 10 greenest brands?” [I had five options – including Disney which surprised me by being on the list – and added Method which was not one of the Top 10.] In addition, ideas from the article can be singled out for discussion. For example, 38% of Brazilian consumers show a willingness to spend a premium of 30% or more to buy green products.
“GoodGuide Puts Brands’ Ethical Claims to the Test”
This article, “GoodGuide Puts Brands’ Ethical Claims to the Test,” at AdAge.com, (September 28, 2009) describes the new GoodGuide website. This site has a database rating about 75,000 consumer products on health, environmental, and social impact using a 10-point scale. The article discusses some possible strategies that might be employed by the website. Even if you cannot check out the article, you can link to www.GoodGuide.com and check out the website.
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