- Program 2010-11
Green Purchasing – Behavior or Myth
Baruch College / CUNY, William and Anita Newman Conference Center , 151 East 25 Street New York NY (between Lexington and Third Aves). Room 750
In a world where greenwashing accusations run rampant and green purchasing seems a fickle, niche trend at best, green products and consumers have continued to evolve for the 21st century. Today, sustainable products and their corporate manufacturers must not only surpass business as usual regulatory requirements, but also perform as well or better than traditional products. Meanwhile, green purchasers, once limited to eco-conscious environmentalists, have broadened to include much wider demographics, especially as Lifestyles of Health and Sustainability (LOHAS) marketing has generated an over $200 billion U.S. industry comprising nearly 70 million consumers. No longer limited to ecolabels and recycled packaging, green marketing strategy must successfully juggle product eco-innovation, brand identity, corporate CSR, and interactive communication in an authentic, transparent, and creative way- a feat that is easier said than done.
Join the Sustainable Practice Network's experts as they explain changing consumer attitudes and behaviors around sustainability, how compelling campaigns frame sustainable products, and the dos and don'ts of green product benchmarking. Hear their predictions for the future of sustainable product development and green marketing and find out whether “green consumption” is myth or reality.
Moderator:Jacquie Ottman, author of the just released book, The New Rules of Green Marketing (Berrett-Koehler, February 2011) meet the author / book signing after the panel.
Daniel Katz, Environment Program, The Overbrook Foundation; David Mallen, Deputy Director, National Advertising Division BBB; Walter Coddington, Managing Member, optionsforlife;