Download The Green Bundle: Pairing the Market with the Planet
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The Green Bundle: Pairing the Market with the Planet
Download The Green Bundle: Pairing the Market with the Planet
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Review
"Magali Delmas and David Colgan have captured the essence of the current consumer mindset and created a roadmap for companies that want to thrive in the twenty-first century. A must-read for any consumer facing CEO." (Tony Pritzker, Founder and Chair Pritzker Genius Award)"Effectively communicating sustainability to today's consumer goes well beyond slapping an eco-label on a product. The Green Bundle unlocks 'what, when, and how' to leverage environmental benefits and human nature to drive marketplace advantage for your brand. Required reading for today's managers." (Dave Stangis, Vice President of Corporate Responsibility and Chief Sustainability Officer Campbell Soup Company)"From the cities and buildings in which we live, work, and play, to the food that we eat, sustainability has become vital in the business world. Delmas and Colgan offer clear, psychology-inspired methods to reach even reluctant consumers, appealing to the ways sustainable products and services will benefit them personally all while protecting the health of our planet." (Andy Cohen, Co-CEO Gensler)"Most companies today try to be green.This readable and practical book will help, with its wealth of insights from one of the leading researchers on environmental communication. Without resorting to greenwash, readers will learn how to bundle quality, health, and status attributes to help green products find the market share they deserve." (Thomas P. Lyon, Professor, University of Michigan, and President Alliance for Research in Corporate Sustainability (ARCS))"The Green Bundle offers penetrating insight into green products, showing how businesses can fully realize this latent market. Synthesizing behavioral economics, human psychology, and basic business principals, the authors set forth a brilliant but practical guide on how to ignite consumer interest in sustainably produced goods." (Steve McCormick former CEO of The Nature Conservancy and former President of the Gordon and Betty Moore Foundation)"The text is a practical guide, elegant in its simplicity, for communicating to consumers green benefits that benefit both the marketers of these products and their users. The Green Bundle represents an important next step in conceptualizing how to successfully communicate and market green products and services. Its insights make it required reading for practitioners, educators, and lay readers alike.Highly recommended." (S. A. Schulman CHOICE)
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About the Author
Magali Delmas is Professor of Management at the UCLA Institute of the Environment and Sustainability and UCLA Anderson School of Management. She is the Director of the UCLA Center for Corporate Environmental Performance. Prior to embarking on her academic career, Delmas worked at the European Commission as the Economic Advisor of the Director for Industry. David Colgan is Director of Communications at the UCLA Institute of the Environment and Sustainability. He is a writer and creative director with a background in policy, law, and politics.
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Product details
Paperback: 288 pages
Publisher: Stanford University Press; 1 edition (July 31, 2018)
Language: English
ISBN-10: 1503606414
ISBN-13: 978-1503606418
Product Dimensions:
6 x 0.7 x 9 inches
Shipping Weight: 1.7 pounds (View shipping rates and policies)
Average Customer Review:
5.0 out of 5 stars
4 customer reviews
Amazon Best Sellers Rank:
#448,770 in Books (See Top 100 in Books)
I used The Green Bundle in my Sustainable Business course this fall. Students loved it! It is very readable, and challenges their preconceptions about what drives consumers to buy (or not buy) environmentally conscious products. I had students work in teams to use the Green Bundle concept to evaluate a green product and think critically about what aspects of the green bundle helped consumers decide to adopt that product. This is a gem of a book that really can help us all think more critically about how to get customers actually to buy green products.
Extremely helpful book to consumer norms WRT green goodies. My copy is marketup, dogged eared and read/re-read. It basically reverses the normal consumer marketing maxim: "don't sell the steak, sell the sizzle." With green, you sell the steak first as the best steak you ever tasted--and the sizzle is that it never left a shadow or burped out carbon.Bottom line: consumers inherently think green stuff is lower quality than non-green crappy stuff. Got to get them over that hump first, then pile on personal benefits etc.Also very helpful with positioning an organization to sell green stuff although this is not the focus of the book so much. Thanks for writing this. It buried a lot of normal marketing approaches and raised much better ones.
Delmas and Colgan present an easy to read and engaging book on the elements that are needed to make green products attractive to the consumer. Without a combination of the five, a product is likely to not maximize its sales with the “green†consumer. The book’s analysis is wonderful blend of environmentalism, business and psychology.Each chapter is peppered with examples of the principles in practice, meaning companies that have utilized the techniques they describe. From a consumer perspective I found myself nodding my head when they analyzed why we make certain choices, and how your choice to purchase/not a green product be conflict with our internal environmentalist if not all aspects of the bundle are part of the transaction.
Whether you're a business owner in need to a fresh perspective or someone who wants to impress their friends with fresh, interesting and important talking points, this book will be a welcome addition in your collection. I learned so much. Particularly about consumer behavior. Magali Delmas' research is extremely relevant in this changing world, and her stories, along with David Colgan's story-telling technique make the book a page turner.
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