Greener Products : The Making and Marketing of Sustainable Brands, 2nd Edition

Written by a renowned sustainability expert, Greener Products: The Making and Marketing of Sustainable Brands, Second Edition makes the case for why the people and the planet need products to be made in a different, more sustainable way. The growth of the global middle class, with an additional 3 billion people expected to enter the consumer market by 2030, is putting an unprecedented demand on resources and straining the global supply of raw materials, fossil fuels, food and water. This book provides insights on how to raise the bar on product development and investigates the best practices for making and marketing sustainable brands. Over 40 case studies are analyzed in this book and summarized for the reader to easily see what it is that makes leading companies successful. Analysis on marketing campaigns and greener product development range from leading companies like Apple, Nike, Samsung Electronics, BASF, GE, Johnson & Johnson, Unilever, and Method.

New updated content in this second edition includes:

• New developments like the United Nations Sustainable Development Goals with concepts of biomimicry, circular economy, emerging issues management, and eco-innovation.
• Novel tools and examples for bringing sustainable products to market.
• New chapter dedicated to natural capital.
• Analysis of current green marketing methods and market trends.
• Best practices for making and marketing sustainable brands.

• Combines green design and green marketing in one book.
• Contains important case studies of green design and marketing from leading companies.
• Explains how to connect greener product improvements with marketing greener attributes of products.
• Presents a sustainability toolbox that includes systems, programs, and tools such as life-cycle assessment and eco-innovation.
• Provides market insights on customer demand for greener products and best practices for green marketing.
• Includes new chapter from Ogilvy Earth on green marketing

Foreword
Preface
Acknowledgments
Author

Section I : The Case for Greener Products
Chapter 1 : Introduction
Chapter 2 : Market Drivers for Greener Products
Chapter 3 : Regulatory Drivers for Greener Products

Section II : Making Greener Products
Chapter 4 : Greener Product Design Examples
Chapter 5 : Advancement and Applications of the Framework for Greener Products
Chapter 6 : Valuing Natural Capital

Section III : Marketing Greener Products
Chapter 7 : Green Marketing
Chapter 8 : Marketing Green : Best Practices from OgilvyEarth
Chapter 9 : Aspects of Green Marketing
Chapter 10 : Best Practices and Conclusions

Conclusions
References
Index