Ecological Niche Marketing

By Marie Richie

Table of Contents

Chapter 1 – An Introduction to Ecological Niche Marketing.. 5

What Exactly is it?. 5

Definition. 5

Where Did This All Come From? A History of Eco-Marketing. 6

Current State of the Art 8

Hotbeds of Eco-Marketing Activity. 9

Rationale. 9

Reducing Operational Costs. 10

Competing in Global Markets. 10

Decrease Liability. 10

Employee Morale. 11

Doing the Right Thing. 11

The Vast Potential of Eco-Niche Marketing. 11

Worldwide Eco-Marketing Gains in Recent Years and Future Trends. 12

Determining Your Likely Benefit 13

How Long is Long Enough to Establish Your Ecological Track Record?. 15

The Principles You Must Live By. 16

Liars Will Be Detected – Be Honest, No Matter What 16

Misleading Campaigns Lead to Disappointment 17

Sincerity is a Must 17

Do Your Own Research. 18

Attach Your “Green” Label to Superior Products Only. 19

Chapter 2 – Greening Up Your Business. 20

Defining the Mission. 20

Take an Honest Inventory. 20

Make a List of Clear and Attainable Goals. 21

Make Sure Your Employees Are Behind It 21

Creating a Timetable for Agreed Upon Changes. 22

Simple Things Anyone Can Do. 22

Recycling. 22

Car Pooling and Mass Transit 24

Reducing Paper Waste. 25

Bringing Lunch. 25

Conserving Other Office Products. 26

Saving Energy at the Desk. 26

Some Things You Can Do As a Business Owner 27

Commissioning an Energy Audit 27

Renewable Power Commitment 27

Saving Water 28

Rewarding “Green” Employees. 29

Encourage Flex-time, Part-time and Telecommuting. 29

Reduce Business Air Travel 30

Bio-diesel, Electric, Flex-fuel and Hybrid Vehicles. 30

Long Term Changes and Goals. 30

Reducing Resource Consumption. 31

Migrating to Non-toxic Substances. 31

Eliminate or Reduce Harmful Emissions. 31

Maintain a Useful and Professional Web Presence. 32

Fundamental Business Shifts. 33

Refocusing Your Product-line or Services Into the Environmental Sector 33

Forgoing Traditional Marketing Strategies for Low-impact Alternatives. 34

Global or National Emphasis Vs. Local and Regional Marketing. 35

You in Relation to the Competition. 36

Assessing Your Competitors’ Stance. 36

Making Claims About You Vs. Them.. 37

Following a Trailblazer’s Example. 37

Leading the Way. 38

Chapter 3 – Marketing Your Brand of Green.. 39

Identifying Your Audience. 39

The Dedicated Greens. 39

The Gender Gap. 40

Affluent Households. 40

Sympathetic Mid-income Households. 41

Youth. 42

Customers You’re Sure to Loose No Matter What 42

Media Professionals Likely to Review Your Business. 42

Re-branding Your Products or Services. 43

Maintaining Ecological Optimism and Upbeat Sustainability. 44