![]() For example, Seventh Generation, a Vermont-based company that makes personal and household cleaning products, adheres to a model of deeper business purpose (see Chapter 8 "Case: Marketing Sustainability: Seventh Generation Creating a Green Household Consumer Product"). ![]() To be most successful, a commitment to sustainability should be part of the company’s overall vision and an integral part of the company’s values and fundamental beliefs. It is not simply adding “green” to your brand platform or announcing that you support a worthy cause. Kermit the frog may have had it right-“It’s not easy being green.” There is a lot to consider when creating a sustainable marketing strategy. ![]()
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