The push for companies to consume less energy and to produce less waste is only growing stronger. Marketing plays a critical role in this, because it can communicate with customers about the breadth of a company’s sustainability and green efforts. These communications should emphasize that there is tangible value to the customer in buying green products. Feeling good about being green is insufficient to the task, especially when selling to sophisticated procurement organizations.

This brief article outlines several best practices for marketing green products, and then highlights a few of these practices in action at A.O. Smith and Eaton.