Why Read This
Marketing leaders navigate a risk-reward tightrope as consumer demand for environmentally responsible, or green, products grows and competition for such marketing offers heats up amid increased scrutiny from activists and consumers alike. Companies and consumers exhibit a range in their spectrum of environmental behavior — from zero involvement to a full environmental commitment. The biggest opportunity for most firms is to be light green: attentive to, but not defined by, the green movement. While the risks of deceptive marketing tactics — known as green-washing — are real, the greater risk is to be left behind as consumer demand, competitor behavior, and chief executive officer (CEO) expectations change.