http://www.stoppress.co.nz/opinion/2010/02/the-green-marketing-fad/ Breaking news from New Zealand Marketing magazine Sat, 11 Feb 2012 04:16:26 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://www.stoppress.co.nz/opinion/2010/02/the-green-marketing-fad/comment-page-1/#comment-2953 Duncan Stuart Tue, 02 Mar 2010 02:00:23 +0000 http://www.stoppress.co.nz/?p=7024#comment-2953 In this environment, the winners will be the companies that have a genuine story to tell rather than those with token beliefs. As a a rule of thumb, my own research shows, if as few as 10% of your customers are uneasy about your ethical credentials, you have a major, major risk on your hands. Wildfire criticism will spread faster if your organisation does not have a credible narrative to communicate with. Good research Nick. In this environment, the winners will be the companies that have a genuine story to tell rather than those with token beliefs. As a a rule of thumb, my own research shows, if as few as 10% of your customers are uneasy about your ethical credentials, you have a major, major risk on your hands. Wildfire criticism will spread faster if your organisation does not have a credible narrative to communicate with. Good research Nick.

]]> http://www.stoppress.co.nz/opinion/2010/02/the-green-marketing-fad/comment-page-1/#comment-2627 David Ricquish Fri, 19 Feb 2010 01:53:27 +0000 http://www.stoppress.co.nz/?p=7024#comment-2627 Some non-profits - like ours [Radio Heritage Foundation] think innovative and enterprise based business partnerships are also more sustainable than grants and donations. It's about getting two brands to align and trust each other so both they and the consumer gains. Let the dance begin. Some non-profits – like ours [Radio Heritage Foundation] think innovative and enterprise based business partnerships are also more sustainable than grants and donations. It's about getting two brands to align and trust each other so both they and the consumer gains. Let the dance begin.

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