New White Paper Investigates the Overuse of Green Marketing

Cleveland marketing firm investigates how marketers almost killed the green movement, and how it can recover.

CLEVELAND – Feb. 21, 2011 – Does green marketing still have legs, or is it a dead-end proposition?

Though awareness of green has blossomed, so too has confusion. Years of greenwashing have made consumers cautious of green claims and green promises. In fact, the FTC recently updated Green Guides – marketing guidelines for products making “green” claims or certifications – for the first time since 1998.

It also indicates the high level of confusion that exists among consumers, let alone the marketers.

In their latest white paper, “Green is Dead or Object Lessons in How to Overuse a Marketing Opportunity,” Cleveland marketing firm Point to Point identifies how organizations can evaluate their competitive landscape from a green perspective, and the strategies necessary to help marketers communicate, then evaluate and adjust.

“Green marketing has to evolve. Most consumers possess a deeper awareness of green than they did only a few short years ago,” said Mark Goren, president at Point to Point. “Not only do consumers expect green products and services, but they expect companies to do more, like giving consideration to the environmental impact of their production and distribution strategies.”

To learn how Point to Point uses their experience in building products and A&D marketing to manage green marketing, download the white paper here or contact Point to Point today at 216-364-0432.

Founded in 1982, Point to Point activates the intersection between behavior and technology to open the personal aperture that consumers use to leverage control over producers in the Pinhole Economy™. For more information, visit www.pointtopoint.com.

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