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About this episode

Opening & IntroductionThe latest red hot marketing trend is Going Green. From multi-national corporations to academic institutions, to market segments and individuals all across the U.S., and the globe, people are turning a keen eye to “green” initiatives. There are 63 million American consumers eating organics, driving hybrids, and fair trade morning lattes. They have proven themselves willing to spend up to an astounding 20 percent premium on clean, green products over non-sustainable alternatives. Perceptions of environmental, ethical, and social stewardship are the fastest growing contributors to consumer brand value. This panel looks at how marketing executives are devising strategies for shaping and managing their brands' eco-friendly profiles.Moderator:Beverly Macy, Managing Partner/Co-Founder, Y & M Partners, LLCPanelists (from left to right):Joe Hartnett, Principal Consultant, Hartnett & AssociatesBrenda Lynch, Senior Vice President, Rogers GroupBarbara Manconi, President & CEO and Founder, VERT BrandsUCLA Seminar: "The Business of Green"; May 23, 2008

• Release Date

  May 27, 2008

• Runtime

  09:20