Jennifer Woofter and Tracy Hanford of Strategic Sustainability Consulting invited me to present our webinar, KERMIT IS DEAD: Effective Messaging in the Maturing Green Market. If you couldn’t make it to my live presentation, thanks to Jennifer and Tracy, here it is to listen to at your leisure. If you are in the green biz or planning on it, you’ll want to download it. Kermit is dying to come clean from “It’s easy being green.”

Here’s what this webinar is all about…

At the beginning of the green revolution, it was often enough just to be green or bring out Kermit the Frog singing “It’s easy being green” to achieve a measure of success. But the green market has matured and grown well past the initial 19% of the population who support green and socially responsible efforts and initiatives no matter what.

As this market broadens, green marketers across the globe have observed that now it’s “Me first, Planet later.” And that shift of emphasis has deep implications for marketers who need to rebalance and recalibrate their messages to include the wider market. The fundamental question now is: How do you create effective marketing messages that motivate, educate and communicate a true promise-of-value and values to the 81% of the population that are interested more and more in earth-friendly products and services? 

In this free webinar, Carolyn Parrs, Principal at Mind Over Markets, a dedicated strategic green marketing communications company, will share insights that will help you refine and target your message, create effective materials and balance your messages’ economic gain and ecological benefits. You’ll learn:

How to bring your marketing message from the planetary to the personal, from cause to because.

The importance of relevancy in your marketing message.

Why education is everything when promoting green products and services.

The relationship building power of social media.  

This presentation includes case studies and examples of successful and unsuccessful green marketing messages.

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Sorry Kermit, according to the Federal Trade Commission, it’s too easy being green.  And they’re going to do something about it (sound of foot stomping).  This week at a hearing entitled just that,  “It’s too easy being green,” the House subcommittee on commerce, trade and consumer protection presented a concise summary about environmentally – themed marketing claims and suggested that the rules get “significantly tougher” in coming years.

Well, it’s about time. Green has to mean something more than pretty little pictures of forests and flowers on the bottle of your shampoo.  When launching a truly organic (and biodynamic) personal care product for a client, I got to know some of the dirty little secrets of this unregulated field. Did you know that when you see claims like “70% organic” blazoned across the label of a certain shampoo by certain manufacturer, most of the “organic” they are talking about is the water in their product?  Is that misleading or what? Hair washing and greenwashing in one bottle. 

I am happy that new rules are being structured.  The Canadians did it a long time ago. And that’s good news for start-ups that tend to lean more green than the bigger guys.  If we want green to be more than a fad, consumers of all shades of green need to have confidence in the products and services they buy.  And when they do, watch your green brand turn into gold.    

– Carolyn    

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