Findings of New Green Marketing in the United States Report

Business Wire, July 2, 2008

DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/research/9fbf5b/green_marketing_in) has announced the addition of the "Green Marketing in the United States 2008" report to their offering.

"Green" messages have swept the marketing world over the past two years and Mintel provides the context necessary to understand the green marketplace. Interest in environmental issues, especially climate change, has surged in the wake of Hurricane Katrina, soaring oil prices, and Al Gore's Oscar-winning film and Nobel Prize. Marketers have caught on to the benefits that green messaging can bring to their brands.

Companies are embarking on green marketing campaigns, but which ones really work? When do green claims help a brand, and when do they turn consumers off and what are consumers really looking for in a green product or company? Mintel analyzes green marketing campaigns and current trends.

This report builds on the findings of Green Living 2008 report, which focuses on:

- The fast-growing market for green products and services with analysis on green marketing and branding by all kinds of businesses.

- Identifying the ethical and environmental issues that matter most to consumers, this research can help strategists hone their green efforts effectively.

- Companies and industries that have struggled with poor environmental reputations.

- Analysis of green marketing missteps, potential opportunities, and messaging that works via consumers' decision-making methodology on which messages and companies to trust.

Key Topics Covered:

- Scope and Themes

- Current reputation an asset or a liability

- Many paths to "greenness" illustrated

- Trends in Green Marketing

- Online and alternative marketing campaigns

- Competitive Context: Other Cause-Related Marketing

- Corporate environmental practices compared to other issues

- Market Drivers

- The Green Consumer

- Reasons for buying or not buying green

- Deciding Which Brands are Green

- The Qualitative Survey: Consumer Concerns and Behavior Concerns

- The Qualitative Survey: Green Branding

- Exuding that green feeling

Companies Mentioned:

- Whole Foods Market Inc

- Ben & Jerry's Homemade Inc.

- General Motors Corporation

- Wal-Mart Stores (USA)

- Stonyfield Farm

- Toyota Motor Corporation USA

- Trader Joe's Company Inc

- Timberland (USA)

- Procter & Gamble USA

- Nike

- Unilever USA

- American Honda Motor Co., Inc.

- Ford Motor Company (USA)

- BP p.l.c.

- Burt's Bees Inc.

- Aveda

- Coca-Cola Company (The) (USA)

- Planet Organic Ltd

- Federal Trade Commission

- U.S. Green Building Council (USGBC)

- Frito-Lay, Inc

- Starbucks Corporation

- Melaleuca Inc

- Forest Stewardship Council

- YouTube, Inc.

- The New York Times Company

- The Body Shop

- Nature's Path Foods Inc

- Johnson & Johnson

- Kraft Foods Inc.

- Fiji Water

- U.S. Department of Agriculture

- U.S. Environmental Protection Agency

- World Wildlife Fund

- FedEx Corporation

- Groupe Danone

- Subaru of America, Inc.

- Clorox Company , The

- Planet Smoothie Franchises LLC

- Yoplait USA

- Newman's Own Inc.

- American Apparel, LLC

- Alloy, Inc.

- Discovery Channel

- Hewlett-Packard Company

- Dell Inc.

- Vanity Fair Corporation

- The North Face Inc.

- Walgreen Co

- Estee Lauder Companies Inc. (The)

- Dean Foods Company

- Pepsi-Cola North America

- Neutrogena Corporation

- Origins Natural Resources, Inc.

- McDonald's U.S.A.

- Kashi Co. Inc.

- Tom's of Maine

- Comcast Corporation

- Niman Ranch, Inc.

- American Forest & Paper Association (AF&PA)

- Natural Resources Defense Council (NRDC)

- Sustainable Building Industry Council (SBIC)

For more information visit http://www.researchandmarkets.com/research/9fbf5b/green_marketing_in