This document discusses elements of successful green marketing campaigns. It provides tips on how to authentically integrate sustainability initiatives into a company's overall brand story and marketing. Transparency about goals and challenges is important to avoid greenwashing. Storytelling should be used to convey impact data in an engaging way. Green marketing should give consumers and employees opportunities to participate in sustainability efforts. Case studies from various companies are provided as examples.

1. Digital and
Social Marketing
The Sustainable Cosmetics
Summit
Susan McPherson
@susanmcp1

2. What is the value of green
marketing? Why should my
company invest it?

3. Consumer Demand
Is Here
Green marketing
makes business
sense.
Your consumers
want to know
about your CSR
initiatives and the
impact you’re

4. It’s An Authentic Part Of Your
Story
This isn’t
“greenwashing.” If you
have an authentic
commitment to
sustainability, your
CSR initiatives are an
authentic part of your
story. It’s not a

5. Employee & Consumer
Engagement
By shining a spotlight on
your environmental
commitments, you can
also give employees and
customers the chance to
participate in your
sustainability efforts.

6. Be An Inspiration
Speaking openly about
your sustainability goals,
challenges, and initiatives
helps elevate your
company as an industry
leader. Your green
marketing can inspire
others to follow your lead.

7. What are the elements of
successful, high-impact
green marketing?

8. Authenticity
Successful green marketing campaigns are true to your
brand and integrated into your overall story.
TIPS:
● Just getting started? Bring your marketing + CSR teams together to
determine messaging for your campaigns.
● Make your green goals and programs part of your overall brand story.
● Talk about green initiatives on Twitter, Facebook, Instagram, and all of
your other social channels.

9. Authenticity Case Study:
ZADY

10. Transparency
Being transparent about where you are & where you want to
go is key to any green marketing campaign. It’s how you
avoid greenwashing.
TIPS:
● Clearly communicate your challenges and shortcomings to stakeholders.
● State goals, track progress, and share this progress via social media and
your other communications channels.
● Messed up? It happens. Tell your audience why you failed and how you plan
to approach the problem differently.

11. Transparency Case Study:
L’Oreal

12. Storytelling + Data
Like any marketing campaign, green marketing campaigns
should tell a story--a powerful story backed up with strong data
and metrics.
TIPS:
● Collect stories, and then figure out how you can map those stories to specific
metrics and data points that paint a broader picture.
● Present data in a way that makes sense to an average person.
● Take advantage of different social channels and media formats to tell your
story in new and engaging ways.

13. Storytelling Case Study:
Coca-Cola

14. Employee & Consumer
Engagement
Great green marketing isn’t about just telling a story. It’s about
giving your consumers and employees the chance to
participate in that story.
TIPS:
● Come up with clear action steps that various audiences can take to support
your sustainability efforts.
● Use social media and your other communications channels to reach those
audiences and give them a meaningful way engage.
● Track employee and consumer participation so you can tell the story of that
engagement later on.

15. Engagement Case Study:
Toyota

16. 5 TAKEAWAY
TIPS
1. Integrate green marketing with your overall
marketing..
2. Be honest. Share your successes as well as your
failures.
3. Use social media, infographics, video, and more
to tell an engaging story.
4. Give your customers and employees a way to
engage.
5. Back up anecdotes with big-picture data.