Abstract
"Green" messages have swept the marketing world over the past two years and Mintel provides the context necessary to understand the green marketplace. Interest in environmental issues, especially climate change, has surged in the wake of Hurricane Katrina, soaring oil prices, and Al Gore' s Oscar-winning film and Nobel Prize. Marketers have caught on to the benefits that green messaging can bring to their brands.
Companies are embarking on green marketing campaigns, but which ones really work? When do green claims help a brand, and when do they turn consumers off and what are consumers really looking for in a green product or company? Mintel analyzes green marketing campaigns and current trends. This report builds on the findings of Mintel' s Green Living 2008 report, which focuses on:
- The fast-growing market for green products and services with analysis on green marketing and branding by all kinds of businesses.
- Identifying the ethical and environmental issues that matter most to consumers, this research can help strategists hone their green efforts effectively.
- Companies and industries that have struggled with poor environmental reputations.
- Analysis of green marketing missteps, potential opportunities, and messaging that works via consumers' decision-making methodology on which messages and companies to trust.
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