From Green to Greenwashing: How BtoB Companies are Succeeding (and Failing) at Marketing Sustainability

Sustainability has become a hot-button issue for many business marketers as their companies invest substantial resources in “green” and “sustainable” initiatives of widely varying definitions. This panel will discuss notable sustainability commitments and how companies are communicating or promoting these to stakeholder audiences. Importantly, we’ll also address what’s working and what’s not in marketing sustainability, including addressing the role consumers, watchdog groups and social media communities are playing in exposing many companies’ green claims as “greenwashing” and how multi-channel listening/tracking can play an important role in responding.

Moderator:
Lori Colman, Founding Partner and Co-CEO, Colman Brohan Davis

Panelists:
Emilio Tenuta, Corporate Sustainability & Brand Manager, Nalco Company
Lev Goldberg, Marketing Director, Constellation NewEnergy
Joseph Valerio, FAIA, Founding Partner and Principal, Valerio Dewalt Train Associates

LORI COLMAN BIO
Lori Colman is the founding partner and Co-CEO of Colman Brohan Davis, Inc. (cbdmarketing.com), a strategic branding and integrated marketing agency serving national and global companies in BtoB sectors including manufacturing, technology, energy, food and food ingredients. Lori's expertise in brand development is focused on keeping brands relevant in the consumer-controlled future.  She is also deeply engaged in preventing the commoditization of brands, and the work needed to halt the debilitating slide down that path. Lori has spearheaded BtoB marketing initiatives on behalf of CF Industries, Penford Food Ingredients, Ralston Foods, Loders Croklaan, Lipid Nutrition and Janssen Pharmaceutica, among others. Prior to starting her own firm in 1988, she was an executive with Cramer-Krasselt and Draft, and at Colgate-Palmolive. She is a graduate of the University of Michigan’s School of Business. Lori serves on the Board of Directors for the Alliance for the Great Lakes. Lori speaks internationally on branding and marketing topics.Her presentations include compelling trend data and strategy insights that affect business-to business and business-to-consumer categories. Founded in 1988, Colman Brohan Davis is included as a "Top Agency" on BtoB magazine's national agency ranking list.  

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