Jacquelyn A. Ottman is a pioneer in green marketing with over 20 years of experience in helping companies develop and market products with sustainability in mind. Her new book, The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding, is the cumulation of her vast consulting experience and previous books on green marketing. The book is more than a marketing book, it is a practical guide that covers the necessary strategies for a business to successfully embrace and integrate sustainability into its brands.
In the book, Jacquelyn shares that green is now mainstream and can be made up of different segments of green consumers. In the United States, 83% of adults can be considered at least some “shade” of green, and they enjoy a lifestyle where sustainable choices are accessible, attractive and readily available in retail and online stores. The green market is here to stay, and will also grow and mature, and thus changing the the rules of engagement further. Read more