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Sustainability Breakfast

On Tuesday, November 10th, The ADVERTISING Club and event host Google held our first sustainability breakfast. Special thanks to Google for hosting the breakfast and Stephen Murray, Marketing Director, Playboy, Event Chair, for helping make the event a great success. The session focused on the economic, environmental and social context in which brands will be launched and built in the coming years. Jacquelyn Ottman of J. Ottman Consulting led the conversation with our panel:

* Claudia Malley - VP Global Media, National Geographic

* Michael McHale - Corporate Communications Director, Subaru

* Michael Sadowski - Director of Client Services – SustainAbility

Jacquelyn opened the discussion by addressing how the media and advertising communities are hurting, and how they are using sustainability to reinvent their brands, comply to regulation and save resources. Each panelist then had five-minutes to discuss how they were using sustainability within their organization to enhance their brands.

Claudia O’Malley emphasized that sustainability can indeed enhance a brands’ reputation, create an opportunity to engage customers and increase business. Michael McHale agreed, and added that you must effectively communicate your sustainability initiatives if they are to resonate with your consumers.

Jacquelyn Ottman’s Seven Winning Strategy’s of Green Marketing

1. Do Your Homework to understand the full range of environmental, and social issues that affect your products, now and over the long term

2. Build Coalitions with corporate, environment and social stakeholders

3. Create New Products and Services that balance consumers’ desires for quality, convenience, and affordability with minimal environmental impact

4. Empower Consumers with solutions to the social and environmental issues that effect them

5. Establish Credibility for your marketing efforts. Strive for complete transparency

6. Build Community with Users

7. Don’t Quit. Continuously strive for “zero” environmental impact. Promote responsible consumption

For more information visit: www.greenmarketing.com