| Contents Notes |
"In Strategies for the Green Economy, Joel Makower, one of the world's foremost green business experts, provides a clear road-map for this challenging terrain. Makower offers insights and inspiration gleaned from his 20 years' experience helping Fortune 500 companies and start-ups alike formulate strategies that align environmental and business goals. Providing a comprehensive and realistic look at both the opportunities and challenges, Strategies for the Green Economy shows how leadership companies are finding their way in the green economy, while their competitors struggle." "Including groundbreaking data about customers' attitudes and behaviors regarding green products and services, Strategies for the Green Economy will lead you through the thicket of finicky customers, confusing research reports, and public cynicism regarding green marketing claims - and place you on solid footing in the growing green economy."--Jacket. How did we get here?. The oat branning of green ; From a movement to a market ; Twenty-first century green ; A dysfunctional conversation ; What's a green business ; Do consumers really care? ; Green in spite of ourselves -- What does it mean to be green? The many shades of green consumers ; "I'm concerned about the environment" ; Witts, yoyos, and why consumers don't go green ; The "greenwasher" in all of us ; Eco-literacy and our nature-deficit disorder ; What's in it for me? -- How good is "good enough"? The lowdown on labels ; The rise of ratings ; Context in king ; Coke, Levi's and the tyranny of brand leadership ; How Starbucks met its "challenge" ; Clean energy : it's not just the environment, stupid! ; A tale of two circles ; Three keys to "good enough" -- From here to sustainability. Green up or green out? ; The green retail revolution ; The game-changing entrepreneurs ; The new "energy companies" ; Changing the conversation at GM ; How many green marketers does it take to screw in a light bulb? ; The "greenmuting" paradox ; You gotta have cred ; PR and the many shades of "greenwash" ; Polar bears, tree frogs, and blueberries ; The power of pooling and collaboration -- How good is "sufficient"? The BHAGs of climate change ; The selling of climate change ; The "mall-mart" economy ; The elephant in the (well-appointed) living room ; Patagonia versus the laws of nature -- Epilogue : hockey sticks and tipping points -- Appendix. The ecological roadmap-earthjustice findings on environmental values / by Cara Pike. |
