Introduction to Green Marketing

The growth in the LOHAS (Lifestyles of Health and Sustainability) consumer market has created a lucrative opportunity for truly sustainable products and services to be marketed to a valuable and growing market segment. However the rush by many companies to 'green wash' their products and services has created a level of consumer scepticism that can potentially undermine legitimate environmental claims in advertising.

Nevertheless, with the right approach, genuinely sustainable companies, products and services can still communicate successfully with sustainability-conscious consumers and build long-term brand value.

Change2's Introduction to Green Marketing is an online module designed for a range of audiences, including:

• Marketing and communications professionals
• Managers of companies considering the 'green' marketplace
• Business owners
• Company directors

This module covers:

• An introduction to Green marketing, Sustainability and Fair Trade
• The standards and verification required for legitimate green claims
• A history of Green Marketing and what it can teach us
• An introduction to the 'Green Market'
• Things to avoid when marketing green
• Green Marketing case studies; and
• An Assessment which includes the construction of your own Green Marketing Plan