Brand Biz’s Paul Friederichsen on the Do’s & Don’ts of Green Marketing – Part 2 (10:35)
June 5, 2007—Paul Frederichsen, President, BrandBiz, in the second part of a three-part series, looks at green marketing and the market that exists for sustainable products in the residential sector, discussing the consumers and the percentage of consumers that will pay a premium with no residual benefit other than doing the right thing for the environment. Friederichsen discusses how manufacturers and retailers who have an environmental story to tell might position themselves in the marketplace and how retailer swith an environmentally-skewed audience might approach that market.