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How to Market 'Sustainability'? (Green Marketing)

Sat, Mar 01, 2014 @ 11:36 AM / by Chuck Lohre

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Leading by example is the best way to practice sustainable and Green marketing.

Post by Nikki Birchfield Sustainability & Tourism Professional Top Contributor to LinkedIn GreenBiz.com - Sustainability Professionals group.

"It seems many people these days are jumping on the sustainability bandwagon. However, not all that are on board are necessarily truly concerned about all the aspects related to sustainability (economy, environment, & socio-cultural). It seems as if they would rather market the idea than actually fully commit. Do you think it wise to market the sustainable aspects of a business or company, despite a lack of whole-hearted commitment to sustainability? Is this yet another example of 'green-washing'? And if trying to promote and market the sustainable components of a business, what is the best way to go about doing so?"

Great topic Nikki,

Green Building Consulting Frank Lloyd WrightIn 2003, Janet and I purchased a 1956 home designed by Frank Lloyd Wright. It rekindled my interest in architecture. I had studied it for three years before I started working for my Father's industrial ad agency. When searching for the evolution of Mr. Wright's Organic architecture, I learned of the U.S. Green Building Council and have been a big promoter since. Link to the Boulter House site.


Green Building Consultant USGBCI served on the board of the local USGBC Chapter, was invited to teach renewable energy at Cincinnati State Technical College and along the way got my LEED AP ID+C and self Certified my office LEED Platinum. Jan. 3 the office was awarded the number one Green Building project in Cincinnati. It has been listed as one of the top ten in the world by a post on GreenBiz.com. I believe in leading by example, and it has worked for my new Green Building Consultancy and Green Marketing company, Green Cincinnati Education Advocacy. Link to the USGBC profile about our LEED Platinum office.

Green Building Consulting DirectoryGCEA's goal is to promote Green Building and provide the public the resources to achieve LEED certification. Link to our Green Building Directory. LEED might not be perfect, Cradle-to-Cradle might not be either, but if you achieve the highest levels of these certifications you will be a valuable resource for others and they will come to you for advice. Currently Janet and I are working on getting our FLW home LEED Certified. It is very hard and will take a long time but not much money. It's my goal for now along with achieving LEED Platinum Version 4 on a local Vegan Restaurant and Event Center. As a last point about marketing sustainability, one needs to know the specific audience and speak to their interests. Thanks and good luck.

If you liked this post, you would like, "How to Create Green Marketing Communications."

Chuck Lohre, LEED AP and Documentation ConsultantFor a no obligation green building consultation for your home or office please contact Chuck Lohre, LEED AP ID+C. He'll go over the U.S. Green Building Council Leadership in Energy and Environmental Design Reference Guide with you and offer helpful suggestions for Green Building Consultants, Architects, Interior Designers, Building Material Suppliers and Contractors. You can even borrow the Reference Guide if you like. Article from the Cincinnati Business Courier.

Topics: Green Marketing, Inbound Marketing, Marketing Sustainability, Green Building Consultants

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Written by Chuck Lohre

Owner of Lohre & Associates Marketing Communications. The company celebrated their 80th Anniversary in 2015, his 38th.