Name: Sustainability Marketing and Greenwashing
Author: Carlos Zapata

Course Info

7 video lessons (46 Mins)
Published
2021
4.39

Preview Course

Browse Course Chapters

1.

Introduction

1 min
2.

Sustainability Marketing Principles

7 mins
3.

Greenwashing And How To Avoid It

6 mins
4.

Certifications And Transparency

6 mins
5.

Sustainability Identity And Effective Marketing

8 mins
6.

Strategies For Sustainable Marketing

6 mins
7.

Triple Bottom Line

9 mins

What You Will Learn

Familiarity with sustainability marketing principles
Understanding and avoiding Greenwashing
Identification of sustainability marketing targets
Understanding the consumer’s needs and wants
Understanding of sustainability marketing message focus

Course Description

It seems like companies everywhere are eager to sell their products and services as the cutting edge of sustainability. The practice of greenwashing, otherwise known as pretending to be environmentally friendly to score marketing or public relations points, is widespread and can often backfire. Many consumers are understandably cautious or skeptical about environmental claims, and the burden of proof is on marketers to overcome the skepticism of discerning customers. The reward can be immense. Sustainability marketing, when done right, can boost a brand’s reputation and provide an edge over competitors. This course presents strategies to effectively jump-start sustainability marketing efforts and avoid greenwashing. Viewers will learn the basics of sustainability marketing principles, market targeting, sustainability focused customer trends, and the 7 common strategies for sustainable marketing, while also gaining a deeper understanding of the triple bottom line sustainability marketing model.