Press release for publication of book Dear Green Marketer
Published on: Mar 4, 2016
Transcripts - Press release for publication of book Dear Green Marketer
Guide explains how to market environmentally friendly products to
Jeff Dubin claims green marketers continue to struggle to reach a wider audience but
provides solutions in “Dear Green Marketer”
PRINCETON,N.J. – Jeff Dubin provides provocative solutions to marketing problems rooted in data
from marketing research with American women in “Dear Green Marketer: Fresh Ideas for Marketing
Green Products to a Public that Doesn't Seem to Care” (ISBN 1460992040). His book gives guidance to
marketers of sustainable consumer products through blogposts he wrote as president of green marketing
research and strategy firm Green Meridian.
Most of his blogposts are based on the results of a study, “Sustainability in the Mainstream,” that his
company conducted with 650 women in 2009 to better understand women's purchases of green household
cleaners and personal care products. Dubin shows green marketers that there are many noteworthy
opportunities with mainstream consumers if they go beyond conventional thinking.
One of the unconventional ideas presented in his book is the advice that green marketers should not be
blinded by political labels in targeting consumers. Indeed, “Sustainability in the Mainstream” found that
self-described conservatives and liberals currently buy similar amounts of sustainable cleaners and
personal care products. Dubin describes his book as provocative and approachable for marketers of green
products who want to go beyond the usual green consumers and connect with the wider American public.
“Many Americans are too preoccupied with economic problems to give much thought to the
environment,” Dubin says. “However, I don't think marketers of green products should throw in the
towel. I want to give them ideas to not only help their bottom lines, but also do their part in helping
Americans adopt a more sustainable lifestyle.”
“Dear Green Marketer: Fresh Ideas for Marketing Green Products to a Public that Doesn't Seem to Care”
is available for sale online at Amazon.com and other channels.
About the Author:
Jeff Dubin is the founder of Green Meridian, a marketing research firm dedicated to helping green
marketers succeed with core green consumers and the mainstream. His marketing research experience
spans a wide variety of quantitative and qualitative approaches. Dubin has a bachelor’s in Psychobiology
from Yale and a master’s in Marketing from Columbia.
Phone: (609) 613-3008
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