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“The Green
Marketing Matrix”


9 Different angle-points to find the right strategy
Creativity                                   Company

                    Brand
belief/

                                            credibility/

                      empathy
                respect


                                                      Think different
                                   Product

                                 experience/

                                 performance

                                                Design
     
Success = When your experience with the product reinforces
      your belief in the brand and confirms your respect for the
      company
 2
Green
              Greener
                    Greenest

                                  

                   (push
standards)    (share
responsibility)   
   (reinvent
business)


                   Set
an
example
     Develop
the
market
            New
business

Company
                                                                concepts

  (trust)

                  Credible
partners
      Tribal
brands
              Trojan
horses

   Brand

   (belief)


                   Market
a
benefit
      Change
Usage
                   Challenge

 Product
                                                               consuming

(performance)



                       9 angle points of attack


John Grant: The Green Marketing Manifesto
Green
              Greener
                   Greenest

                                  

                   (push
standards)   (share
responsibility)   
   (reinvent
business) 

                      Framing
             Educate
                Social
producHon

Company
                 vs
                  vs
                         vs

  (trust)
            PoinHng
            Evangelise
                  Property


                     Eco‐labels
           Exclusive
                  TradiHon

  Brand
                 vs
                   vs
                        vs

  (belief)

                   Cause
Related
          Inclusive
                  New
cool

                        Less
                Switch
                   Treasure

 Product
                vs
                   vs
                         vs

(performance)
          More
                 Cut
                       Share



              Always one way, and exactly the opposite
                     Which
always
give
two
opHons…

Framing                               Poin+ng 

             1) SETTING AN EXAMPLE:

FRAME YOUR CORPORATE AMBITIONS (ZERO EMISSIONS)
    VERSUS POINTING TO THE RESULT (THE PRIUS)
3rd party label                            Cause related partner 

                     2) CREDIBLE PARTNERS:

REINFORCE YOUR SUSTAINABLE CREDENTIALS WITH A THIRD
PARTY LABEL VERSUS GETTING A ‘CAUSE RELATED PARTNER’
Green Marketing Matrix
Less                                          More 

                 3) MARKET A BENEFIT:

MATCH THE CONSUMER BENEFIT WITH THE SUSTAINABLE
         BENEFIT BY SAYING WHAT YOU DO LESS
 (like pollution or pesticides) OR MORE (honesty, organic)
Educate                              Evangelize 
              4) DEVELOP THE MARKET:

EDUCATE PEOPLE TO REALIZE AWARENESS AND CONTEXT FOR
     YOUR PRODUCT VERSUS EVANGELIZE TO GROW

              CONSENSUS AND OPINION
Green Marketing Matrix
Green Marketing Matrix
Inclusive                              Exclusive 
                5) CONNECT TO A TRIBE:

BE INCLUSIVE BY BEING EMPATHIC AND CARING FOR A CERTAIN
 AUDIENCE, OR BE EXCLUSIVE BY PORTRAYING A PARTICULAR
                  ATTRACTIVE LIFESTYLE
Green Marketing Matrix
Switch                               Cut 
               6) CHANGE USAGE

 YOU CAN PROMOTE TO SWITCH USAGE OR CUT USAGE
Social produc+on                             Property 
                      7) NEW BUSINESS MODELS

YOU CAN SOURCE A SOLUTION FROM THE COLABORATION OF
PEOPLE: SOCIAL PRODUCTION, OR TURN A PUBLIC SERVICE
              INTO PERSONAL PROPERTY
Tradi+ons                      New cool 
             8) TROJAN HORSE

             YOUDJKFLDSJHF
Sharing                                Treasure 
            9) CHALLENGE CONSUMPTION

                   YOU DSFKLJ
Cut
out
and
keep

  “The Green Marketing Matrix”
                     Green
               Greener
                  Greenest

                 (push
standards)
    (share
responsibility)
    (reinvent
business)

  Company
        Set
an
example
     Develop
the
market
       New
business
concepts

   (trust)


    Brand
       Credible
partners
      Tribal
brands
             Trojan
horses

   (belief)

   Product
      Market
a
benefit
        Change
Usage
          Challenge
consuming

(performance)



                      Green
                Greener
                   Greenest

                 (push
standards)
    (share
responsibility)
     (reinvent
business)

  Company
           Framing
               Educate
               Social
producHon

   (trust)
             vs
                    vs
                         vs

                     PoinHng
              Evangelise
                 Property

    Brand
          Eco‐labels
             Exclusive
                TradiHon

   (belief)
            vs
                     vs
                      vs

                  Cause
Related
            Inclusive
                New
cool

   Product
           Less
                   Switch
                  Treasure

(performance)
         vs
                      vs
                        vs

                      More
                    Cut
                      Share

Personal beliefs
    It
should
start
with
“relocaHng
dreams”




                          It
is
not
about
“changing
the
world”,
it
is
about

                          contribuHng
to
change,
each
with
our
own
talents
and

                          specialism



   If
it
doesn’t
sell,
it
is
not
sustainable.
You
should

  connect
with
a
real
consumer
benefit,
otherwise

                                           it
won’t
work




                          RaHonal
arguments
won’t
change
behaviour,


                          it
is
about
social
status

Thanks for your attention!
         www.trinity-planning.be

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Green Marketing Matrix

  • 1. “The Green Marketing Matrix” 9 Different angle-points to find the right strategy
  • 2. Creativity Company
 Brand
belief/
 credibility/
 empathy
 respect
 Think different Product
 experience/
 performance
 Design Success = When your experience with the product reinforces your belief in the brand and confirms your respect for the company 2
  • 3. Green
 Greener
 Greenest
 
 (push
standards) (share
responsibility) 
 (reinvent
business)
 Set
an
example
 Develop
the
market
 New
business
 Company
 concepts
 (trust)
 Credible
partners
 Tribal
brands
 Trojan
horses
 Brand
 (belief)
 Market
a
benefit
 Change
Usage
 Challenge
 Product
 consuming
 (performance)
 9 angle points of attack John Grant: The Green Marketing Manifesto
  • 4. Green
 Greener
 Greenest
 
 (push
standards) (share
responsibility) 
 (reinvent
business) 
 Framing
 Educate
 Social
producHon
 Company
 vs
 vs
 vs
 (trust)
 PoinHng
 Evangelise
 Property
 Eco‐labels
 Exclusive
 TradiHon
 Brand
 vs
 vs
 vs
 (belief)
 Cause
Related
 Inclusive
 New
cool
 Less
 Switch
 Treasure
 Product
 vs
 vs
 vs
 (performance)
 More
 Cut
 Share
 Always one way, and exactly the opposite Which
always
give
two
opHons…

  • 5. Framing  Poin+ng  1) SETTING AN EXAMPLE: FRAME YOUR CORPORATE AMBITIONS (ZERO EMISSIONS) VERSUS POINTING TO THE RESULT (THE PRIUS)
  • 6. 3rd party label  Cause related partner  2) CREDIBLE PARTNERS: REINFORCE YOUR SUSTAINABLE CREDENTIALS WITH A THIRD PARTY LABEL VERSUS GETTING A ‘CAUSE RELATED PARTNER’
  • 8. Less  More  3) MARKET A BENEFIT: MATCH THE CONSUMER BENEFIT WITH THE SUSTAINABLE BENEFIT BY SAYING WHAT YOU DO LESS (like pollution or pesticides) OR MORE (honesty, organic)
  • 9. Educate  Evangelize  4) DEVELOP THE MARKET: EDUCATE PEOPLE TO REALIZE AWARENESS AND CONTEXT FOR YOUR PRODUCT VERSUS EVANGELIZE TO GROW CONSENSUS AND OPINION
  • 12. Inclusive  Exclusive  5) CONNECT TO A TRIBE: BE INCLUSIVE BY BEING EMPATHIC AND CARING FOR A CERTAIN AUDIENCE, OR BE EXCLUSIVE BY PORTRAYING A PARTICULAR ATTRACTIVE LIFESTYLE
  • 14. Switch  Cut  6) CHANGE USAGE YOU CAN PROMOTE TO SWITCH USAGE OR CUT USAGE
  • 15. Social produc+on  Property  7) NEW BUSINESS MODELS YOU CAN SOURCE A SOLUTION FROM THE COLABORATION OF PEOPLE: SOCIAL PRODUCTION, OR TURN A PUBLIC SERVICE INTO PERSONAL PROPERTY
  • 16. Tradi+ons  New cool  8) TROJAN HORSE YOUDJKFLDSJHF
  • 17. Sharing   Treasure  9) CHALLENGE CONSUMPTION YOU DSFKLJ
  • 18. Cut
out
and
keep
 “The Green Marketing Matrix” Green
 Greener
 Greenest
 (push
standards)
 (share
responsibility)
 (reinvent
business)
 Company
 Set
an
example
 Develop
the
market
 New
business
concepts
 (trust)
 Brand
 Credible
partners
 Tribal
brands
 Trojan
horses
 (belief)
 Product
 Market
a
benefit
 Change
Usage
 Challenge
consuming
 (performance)
 Green
 Greener
 Greenest
 (push
standards)
 (share
responsibility)
 (reinvent
business)
 Company
 Framing
 Educate
 Social
producHon
 (trust)
 vs
 vs
 vs
 PoinHng
 Evangelise
 Property
 Brand
 Eco‐labels
 Exclusive
 TradiHon
 (belief)
 vs
 vs
 vs
 Cause
Related
 Inclusive
 New
cool
 Product
 Less
 Switch
 Treasure
 (performance)
 vs
 vs
 vs
 More
 Cut
 Share

  • 19. Personal beliefs It
should
start
with
“relocaHng
dreams”
 It
is
not
about
“changing
the
world”,
it
is
about
 contribuHng
to
change,
each
with
our
own
talents
and
 specialism
 If
it
doesn’t
sell,
it
is
not
sustainable.
You
should
 connect
with
a
real
consumer
benefit,
otherwise
 it
won’t
work
 RaHonal
arguments
won’t
change
behaviour,

 it
is
about
social
status

  • 20. Thanks for your attention! www.trinity-planning.be