Bringing Wind Power Down To Earth

There’s been a lot of energy behind wind power these days, with talk of larger and more dramatic installations every week. But this may leave you wondering, what does it have to do with me? Would I ever want one of these giant towers in my backyard or on my business? Noble though the idea is, for many, this is not an appealing or feasible option, due to space limitations or code restrictions. But then you may wonder, would a…

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Exit Plastic Bags, Enter Marketing

Whole Foods Markets will stop using disposable plastic grocery bags on Earth Day, April 22, 2008. Banning plastic bags is undoubtedly good for the environment–is it also a boon for Whole Foods? According to the Whole Foods Market website, Americans toss out about 100 billion plastic bags annually (we recycle a pitiful 0.6% of our plastic bags), crowding landfills with an energy-consuming product (it takes 430,000,000 gallons of crude oil to make the 100 billion bags) that lasts for at…

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Are You an Ecopreneur?

A nation of 9-5-ers is giving way to a spirited movement of innovators, searching for ways to make a life filled with purpose and meaning, instead of simply earning a living. And they’re thriving in the place-based “honey bee economy” that restores, preserves and conserves the planet. From an enterprising individual operating a small retail business to an inventor who comes up with a better way to fuel our vehicles, from the founder of a non-profit organization to the organic…

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How to Reach Green Consumers — Using Psychographics To Define Your Target Market

A recent article in Business Green discusses several ways of classifying the green consumer and the issues related to reaching them. Though demographics, the tried and true way of sorting out consumers into groups by income, age, education, etc. works well in some categories, it’s not as helpful in segmenting green consumers. Enter Psychographics, often used by niche marketers, it can be an effective tool for eco entrepreneurs. Demographics looks at characteristics of people that include age, income, education, occupation,…

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How to Do Cause-Related Marketing Well

The goals for a businesses – nonprofit organization partnership or cause-related marketing campaign are generally one or more of the following: 1. Branding – Associating with a good cause 2. Awareness – Getting the nonprofit organization to promote the business among its supporters 3. Promotion – Incenting consumers to buy from a business in a particular time frame, such as by donating a certain percentage (or a fixed amount) of sales to a charity Businesses need to beware that the…

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4 Questions to Ask Before You Launch an Organic Product

Watching the news and reading the popular press you’d think that the interest in organic products is so high that simply making your idea for a new product a reality ensures success. Not so fast. One of the biggest fallacies in popular folklore is: “Make a better mousetrap and the world will beat a path to your door.” In reality, over 90% of businesses fail within the first five years, even the ones with really great ideas. Good execution beats…

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Hippocratic Oath for Green Business Leaders – Beyond Ghettoized MBA Curriculums

To prepare bright eyed, bushy tailed young managers and indeed, young enterpreneurs eco or not, for the challenges that the business world has laid out for them, dramatic shifts in their education and training – as well as a new Hippocratic Oath will be necessary, say Rakesh Khurana and Nitin Nohria of Harvard’s Business School. Bryan Gallagher already brought up the need to seriously shake up the undergraduate silos system to keep up with business reality and demand for corporate…

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How To Make Your International Shipping Greener

For most people, shipping something quickly internationally boils down to a small bowl of alphabet soup: DHL, UPS, or FedEx. End of story. It’s just how things get done. But for an increasing number of people, they’re aware of the fact that airplane flight plays a major part in contributing to global climate change. But most only know part of the story. In a conversation with Justin Brown of First Global Xpress, I began to find out: All the major…

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