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
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.
This course is approved for .75 AICP CM credit.