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For CMO Professionals

How Green Are You?

Seven Criteria For Evaluating Your Green Marketing Strategy

August 14, 2008


  • By Cindy Commander
  • with Jaap Favier,
  • Alice Bresciani

Why Read This Report

With organizations quick to jump on the green bandwagon, consumers are currently overwhelmed with claims of environmental benefits or greater sustainability. However, as superficial claims continue to be exposed, consumers are distrustful of the credibility and honesty of green marketing messages. To overcome this lack of trust and avoid the greenwashing accusations, marketers need to ensure that their green strategies adhere to the seven Es of green marketing: encompassing, evident, earnest, engaging, empowering, enlightening, and evolving.

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Table of Contents

  • Superficial Green Strategies Result In Greenwashing Accusations
  • Seven "E" Criteria For Green Marketing Strategies
  • Taking Action: Addressing The Weaknesses

  • Improving The Green Marketing Strategy
  • Related Research Documents