While creating and sharing user-generated content is an effective way to facilitate consumer engagement and viral marketing, it is not the only approach that marketers can take.  Professionally produced original content is another proven way.  Increasingly, agencies or production studios create and seed content on behalf of their clients for consumers to view and share online. One such shop is Free Range Studios which has produced several original videos that have generated significant buzz and viral impact in the green space.  Calling its approach “socially conscious viral entertainment”, Free Range tries to “distill a complicated message into a fun or moving short story” while engaging its viewers by allowing them “to write the end of that story by taking action or

Tapping social media to engage consumers as well as facilitate viral marketing has the potential to generate significant results for marketers.  Not only can this drive greater brand impact but it can significantly increase reach to a receptive audience at little, if any, incremental cost.  Today, more and more marketers are trying to launch campaigns that have the twin goals of increasing consumer engagement and viral marketing impact.  For many marketers, it often appears that achieving these goals is more a matter of art.  Yet, platforms such as Brickfish are emerging that are rapidly turning such an approach into a science.  Brickfish is an online marketing platform that rewards participants for engaging with brands.  The idea is quite simple:

Recently, the Canadian Standards Association updated its guide for making environmental claims. While not legally binding, such standards provide guidelines for industry and advertisers when it comes to making environmental claims. The intent is to protect consumers from false advertising claims regarding the environment. In many ways, this document foreshadows likely changes from a similar review of US guidelines underway by the Federal Trade Commission (FTC). Arguably, the current FTC guidelines are long overdue for a refresh given the dramatic evolution in the green space that has occurred since they were last reviewed a decade ago. As such, it is widely expected that the FTC will expand its jurisdiction to include terms that have only recently been added to the vernacular

A recent survey by The Economist Intelligence Unit identified both the top influencers of – and benefits derived from - corporate environmental risk management (CERM) programs. Two things are curious about these survey results. First, customers and investors rank relatively low in influence (fourth and seventh, respectively) despite the fact that “better corporate reputation” among these groups ranks as the primary benefit for launching CERM in the first place.

Second, “regulators” and “government” exert significant influence – second only to “executive management” – on companies to initiate CERM programs; in terms of benefits, however, “improved relations with regulators” ranks only eighth.

Risk Manager Responses from Recent Survey by

Eco-labels influence consumer behavior in two ways.  First, they introduce green as a considered attribute at the point of sale.  Second, they enable consumers to comparison shop based on green.  Over the past few years, there have been many new eco-labels launched by governments, manufacturers and retailers.  Many of these labels are listed on Consumer Reports’ Greener Choices site.
Interestingly, the Natural Marketing Institute’s 2007 LOHAS Consumer Trends Database report determined that not all eco-labels have the same impact.  In fact, consumers indicate that they are more likely to make eco-friendly purchase decisions if the eco-labels are also widely recognized and trusted brands in of themselves.  Familiar labels for programs like the