The New Rules of Green Marketing
Strategies, Tools, and Inspiration for Sustainable Branding
By Jacqueline A. Ottman
Reviewed by Laura Caballero
Issue 9 Fall 2011
The Book The New Rules of Green Marketing lives up to the statement on its cover: it is a great source for ‘strategies, tools, and inspiration for Sustainable Branding’. Furthermore, Ottman’s book covers the green marketing paradigm we are currently living in: presents how, by identifying opportunities in our services and products, we can proudly lead our clients, business, and stakeholders ‒ which now includes every corner of society as discussed in the book ‒ to produce a positive outcome in their profit, social well-being, and the environment
that we live in. As a matter of fact, not considering them will take you out of the new marketing game in no time.
Most statistics in the book are focused on the US market; however, the book has been written in a way that bridges that focus with all the related realities in today’s global market. Additionally, every chapter introduce us to a variety of tools ‒ as the Life Cycle Assessment
(LCA) ‒ supported by a list of today’s most strategic, innovative and sustainable brands in the market; that are adding value to their companies’ bottom line by leading with remarkable and inspiring initiatives.
One of the biggest challenges presented in the book is to enable a credible and transparent communication with a business’ main stakeholders: the 21st century consumer. Today’s consumers are proactive social advocates, highly environmental, tech-savvy, and expect companies to support them to achieve a conscious ‘good life’; where their future is not going to be jeopardized by your companies decisions. Part of the walk-through of the book is to be vigilant of the possible backslash when communicating company’s sustainability efforts.
The New Rule of Green Marketing presents the opportunities in the emerging business model; a great food for thought that will move us into action in the arena of sustainable branding. Ottman’s book is a must read for those who are looking for triple bottom line strategies that will earn their business a respectable and extraordinary ‘good life’.