«Green Marketing» – Newsletter by Prof. Dr. Johanna Gollnhofer
Green marketing – also known as sustainable marketing or environmental marketing – describes strategies that companies use to position their products, services or brands as environmentally friendly and sustainable.
The focus is on clearly communicating the ecological benefits of a product or service and targeting environmentally conscious consumers. The aim is to present sustainable alternatives in an attractive way while consistently avoiding greenwashing.
Although interest in sustainability is growing, relatively few consumers are currently opting for green alternatives – especially in comparison to conventional products. This is where green marketing comes in: It aims to get people excited about sustainable consumption and help to anchor ecological products in the masses.
In the «Green Marketing» newsletter, expert Johanna Gollnhofer analyses how sustainable marketing can have a greater impact – and what it will take for green consumption to become the new norm.
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- The sustainability panic is loud – the change is quiet
- Gen Z is no more sustainable than other generations
- Is environmental sustainability really (still) a competitive advantage?
- Climate protection finally needs better sales arguments
- Why nobody cares about your 25% CO2 reduction
«The green elephant in the room»: This is the title of Prof. Dr. Johanna Gollnhofer’s column for HSG Focus. In it, she addresses a question that many consumers are asking themselves: Should you carbon offset your products or is it best not to buy them at all?
