David Wigder

Green Religiosity

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Shopping for Green Online (An Interview with thepurplebook Founder Hillary Mendelsohn)

by: David Wigder

With the exception of a few select product categories, growing consumer interest in green has not yet translated into substantive changes in purchase behavior by mainstream consumers. Like many nascent categories, green faces many barriers to widespread adoption.

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Predicting a Green Future

by: David Wigder

This past week, the Industry Standard (IS), an icon of the late nineties Internet boom, relaunched its online property. It did so, however, not as a publisher of industry content but rather as a consumer-driven platform to predict the future.

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Tapping the Emerging Celebrity Power of Online Influentials

by: David Wigder

Today, online influentials are emerging as "celebrities" of sort, based not only on their domain knowledge but on their ability to attract and engage audiences online.

Marketing Green contends that this celebrity status is likely to increase with time: as content continues to proliferate, consumers will look to those they know and trust to help them cut through the cutter.

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Green Content Syndication: Part III - Activating Diggers

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Green Content Syndication: Part II - Top Environmental Diggers

by: David Wigder

One of the most effective ways to syndicate content is to activate power users on sites such as Digg. Quite simply, “Diggers” uncover and bookmark interesting content – news articles, images and videos – for others to view.

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Green Content Syndication: Part I - 'Deconstructing' Websites

by: David Wigder

Traditionally, publishers have viewed websites as content destinations, challenging marketers to drive traffic to specific websites in order to engage consumers with relevant content.  

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Corporations Foster Dialogue On the Environment

by: David Wigder

While many corporations leverage the Internet to distribute information about environmental initiatives, a few companies are going much further by facilitating two-way dialogue with stakeholders.  

Some companies may view such dialogue – via email, web forums, chat rooms and video - as risky, as it may open them up to public scrutiny. Moreover, this sentiment may be especially true today for those brands that compete in carbon-intensive industries. 

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Investing in Green Innovation

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Green May Be Ho-Hum for the Holidays, But It's Here to Stay

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