David Wigder

Green Product Paradox: When too Much Good Is Bad for the Environment

A common mantra in green marketing is that if you want the masses to buy your product, focus your messaging on more traditional attributes such as price, quality or service. A product’s “greenness” is likely secondary for many mainstream consumers. For green marketers then, the holy grail may be to offer a product that is competitive on dimensions both traditional and eco-friendly. This would result in the greatest number of products sold and greatest impact on the environment.

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Green Brand Leadership: a Fish Story

The customer is always right – so goes the mantra of every sales rep from time immemorial. But, as we know, what customers want may not be best for the planet. For some brands, this presents a dilemma: how do you satisfy consumer needs while remaining eco-responsible?

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Driving Engagement and Viral Impact in the Green Space: Part II - Original Content

by: David Wigder

While creating and sharing user-generated content is an effective way to facilitate consumer engagement and viral marketing, it is not the only approach that marketers can take. Professionally produced original content is another proven way. Increasingly, agencies or production studios create and seed content on behalf of their clients for consumers to view and share online.

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Driving Engagement and Viral Marketing Impact in Green: Part I - User-Generated Content

by: David Wigder

Tapping social media to engage consumers as well as facilitate viral marketing has the potential to generate significant results for marketers. Not only can this drive greater brand impact but it can significantly increase reach to a receptive audience at little, if any, incremental cost.

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Managing Environmental Risk by Looking through the Rear-view Mirror

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Eco-labels Impact Consumer Behavior

by: David Wigder

Eco-labels influence consumer behavior in two ways. First, they introduce green as a considered attribute at the point of sale. Second, they enable consumers to comparison shop based on green. Over the past few years, there have been many new eco-labels launched by governments, manufacturers and retailers. Many of these labels are listed on Consumer Reports’ Greener Choices site.

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Consumer Generated Media as Driver of Green Marketing

by: David Wigder

An interview with Pete Blackshaw, CMO, Nielsen BuzzMetrics   

The creation and distribution of consumer-generated media (CGM) online is rapidly changing the marketing landscape. Consumers are actively participating online, providing opinions, perspective and feedback on the products and brands they like and dislike through a variety of channels including message boards, social networking sites, corporate sites, online communities and blogs.

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Making What's Inconvenient Matter

by: David Wigder

An Interview with Mark Williams, EVP/Partner at The Martin Agency and Planning Director for the “We Can Solve It” Campaign

While many consider the release of Al Gore’s An Inconvenient Truth to be a turning point regarding consumer awareness about climate change, consumer surveys indicate that much work is still left to be done.

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Greening Your Brand in a Web 2.0 World

by: David Wigder

Last Friday, I had the pleasure of moderating a panel at the Sustainable Brands conference in New Orleans. Panel participants included: 

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Open Skies Agreement Provides a Glimpse of What's to Come in a Carbon-Regulated Environment

by: David Wigder

Today, many executives, and especially those working in carbon-intensive industries, are grappling with how future carbon regulation may impact their businesses and industries.

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