Includes bibliographical references (pages 221-240) and index

The 20 new rules of green marketing -- Green is now mainstream : Everyone is worried ; Every generation is green ; Green behavior : a daily phenomenon ; Media turns green ; Governments take action ; Far-reaching business opportunities ; The time for marketers to act is now ; Personal rewards, too -- We are all green consumers : Five shades of green consumers ; Segmenting by green interest ; Green consumer motives and buying strategies -- The new green marketing paradigm : The seven strategies for green marketing success ; Addressing the new rules : method -- Designing greener products : a life-cycle approach : Consider the entire life-cycle ; Strategies for sustainable product design -- Innovate for sustainability : Beyond eco-design to eco-innovation ; Five strategies for eco-innovation ; Addressing the new rules : Nissan -- Communicating sustainability with impact : Challenges of communicating sustainability Ottman's fundamentals of good green marketing ; Six strategies of sustainable marketing communication ; Addressing the new rules : HSBC ; Addressing the new rules : Toyota ; Addressing the new rules : Tide Coldwater -- Establishing credibility and avoiding greenwash : Greenwash! ; Five strategies for establishing credibility for sustainable branding and marketing -- Partnering for success : The general public ; Children ; Employees ; Retailers ; Addressing the new rules : Energy Star ; Suppliers ; Government ; Environmental groups -- Two sustainability leaders that superbly address the new rules : Timberland ; Starbucks -- Conclusion.

Green products have been around since the 1970s, but it's only in recent years that they've become ubiquitous. It's not because consumers suddenly prize sustainability above all. It's because savvy green marketers are no longer trying to "sell the earth"--Instead they're promoting the value their products provide: better health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits--the new rules--is critical to winning over the mainstream consumer. The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity and how they themselves can adopt this approach. Drawing on the latest data from leading researchers and reflecting on learnings from her corporate clients and other pioneers-including GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter & Gamble, Stonyfield Farm, and Wal-Mart-Ottman provides practical strategies, tools, and inspiration for building every aspect of a credible value-based green marketing strategy. She covers using a proactive approach to sustainability to spur innovation, developing products that are green throughout their life cycle, communicating credibly to avoid accusations of "greenwashing", teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more.