Businesses are entering the green marketplace at breakneck speed to keep pace with customer and societal demands to reduce their environmental impacts. But greening one's business is no small feat. While clear opportunities abound in this new economy, business leaders pursuing a green strategy are finding few roadmaps and established rules and plenty of hidden twists and turns...So, how does a company succeed in a world gone green?..In Strategies for the New Green Economy, Joel Makower, one of the world's foremost green business experts, provides a clear roadmap for this challenging terrain. Makower offers insights and inspiration gleaned from his 20 years' experience helping Fortune 500 companies and start-ups alike formulate strategies that align environmental and business goals. Providing a comprehensive and realistic look at both the opportunities and challenges, Strategies for the New Green Economy shows how leadership companies are finding their way in the green economy, while their competitors struggle...Strategies for the Green Economy systematically tackles the central issues of greening your business:.. What does it take to be seen as an environmental leader?. What are the standards, implicit or explicit, that you must meet to be green?. How do you communicate what your business is doing right--and what it's doing wrong?. How can you overcome consumer, media, and activist distrust?. How can your company be heard amid the i¿½green noisei¿½ in the marketplace?. What are the new opportunities emerging for companies in the green economy?..Including groundbreaking data about customers' attitudes and behaviors regarding green products and services, Strategies for the Green Economy will lead you through the thicket of finicky customers, confusing research reports, and public cynicism regarding green marketing claims--and place you on solid footing in the growing green economy.

Introduction Pt. 1 How Did We Get Here? 1 Ch. 1 The Oat Branning of Green 5 Ch. 2 From a Movement to a Market 9 Ch. 3 Twenty-First Century Green 13 Ch. 4 A Dysfunctional Conversation 15 Ch. 5 What's a Green Business? 18 Ch. 6 Do Consumers Really Care? 24 Ch. 7 Green in Spite of Ourselves 31 Pt. 2 What Does It Mean to Be Green? 35 Ch. 8 The Many Shades of Green Consumers 39 Ch. 9 "I'm Concerned About the Environment" 51 Ch. 10 Witts, Yoyos, and Why Consumers Don't Go Green 54 Ch. 11 The "Greenwasher" in All of Us 58 Ch. 12 Eco-Literacy and Our Nature-Deficit Disorder 61 Ch. 13 What's in It for Me? 65 Pt. 3 How Good Is "Good Enough"? 69 Ch. 14 The Lowdown on Labels 71 Ch. 15 The Rise of Ratings 77 Ch. 16 Context Is King 88 Ch. 17 Coke, Levi's, and the Tyranny of Brand Leadership 92 Ch. 18 How Starbucks Met Its "Challenge" 99 Ch. 19 Clean Energy: It's Not Just the Environment, Stupid! 103 Ch. 20 A Tale of Two Circles 111 Ch. 21 Three Keys to "Good Enough" 115 Pt. 4 From Here to Sustainability 125 Ch. 22 Green Up Or Green Out? 129 Ch. 23 The Green Retail Revolution 138 Ch. 24 The Game-Changing Entrepreneurs 148 Ch. 25 The New "Energy Companies" 155 Ch. 26 Changing the Conversation at GM 160 Ch. 27 How Many Green Marketers Does It Take to Screw in a Light Bulb? 167 Ch. 28 The "Greenmuting" Paradox 175 Ch. 29 You Gotta Have Cred 180 Ch. 30 PR and the Many Shades of "Greenwash" 189 Ch. 31 Polar Bears, Tree Frogs, and Blueberries 193 Ch. 32 The Power of Pooling and Collaboration 197 Pt. 5 How Good Is "Sufficient"? 203 Ch. 33 The Bhags of Climate Change 205 Ch. 34 The Selling of Climate Change 215 Ch. 35 The"Small-Mart" Economy 220 Ch. 36 The Elephant in the (Well-Appointed) Living Room 224 Ch. 37 Patagonia Versus the Laws of Nature 231 Epilogue: Hockey Sticks and Tipping Points 234 App The Ecological Roadmap - Earthjustice Findings on Environmental Values by Cara Pike 241 Index 275