Marketing for Sustainability: Green Marketing Gets Real, address the WHY, the WHAT and the HOW of Sustainability Communication at Point of Purchase.
Green Marketing Gets Real is a practical tool prepared by Stratos Inc. with the support of Industry Canada, to help Canadian retailers and producers of consumer products better understand, plan for, and capitalize on sustainability communication at point of purchase (POP). Based on the results of a study that investigated the practices of seven leading companies, “Green Marketing Gets Real” provides practical advice and techniques to help companies determine the “Why”, the “What” and the “How” of sustainability communication.
This tool is divided into four sections: Key Study Lessons and the WHY, the WHAT, and the HOW of sustainability communication at POP. The full study, including case studies on each participating company, can be downloaded at stratos.
Study Participants
Timberland
Boots
P&G
M&S
MEC
Canadian Tire
Aveda
Table of Contents
1. Key Study Lessons
2. WHY Communicate About Sustainability at Point of Purchase
3. WHAT to Communicate About Sustainability at Point of Purchase
4. How to Communicate About Sustainability At Point of Purchase
Printable version – Green Marketing Gets Real (PDF – 4.18 MB – 14 pages). To access the document click here.
This document was submitted to Industry Canada by Stratos Inc., a leading Canadian sustainability consultancy based in Ottawa and Calgary. Stratos is a specialized management consulting firm that helps businesses, governments and associations recognize and act on environmental, social and economic risks and opportunities.
