Is that time of the year.

A multitude of kids are flocking the stores to dive in one of the most lucrative shopping spree of the year (from a retail perspective). It’s back to school time, that means that from laptops to apparel to mattresses marketers are trying to get the attention of overwhelmed moms looking, more than ever this year, to spend wisely their pennies.

But apparently is big time Back to School at UCLA as well, as the newly announced first Certificate in Global Sustainability at the Extension starting this Fall has received an unprecedented enrollment and maxed out the first class. The certificate still needs to be officially presented at UCLA Open House on September 15th, but it seems definitely off to a good start.

The certificate requires three core courses on the Principles of Sustainability that cover the environmental, economic and social dimension. Building on this foundations students may choose one of four concentrations in: Design, Business Strategy, Environmental Law and Policy and Energy and Technology.

The early positive response of this Certificate is a sign that education and particularly Continuing Education will play a key role in the cultural shift toward a more sustainable lifestyle and business approach and, given the broad appeal of the certificate, that there is at different level for more content and education on the matter.

Green Marketing Strategies is part of the Business Strategy concentration and already in its third session will be offered again this Fall.

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According to a recent survey by Forrester research, 84% of consumer product strategy professionals surveyed said that their companies have environmentally conscious or socially responsible products in development or on the market. The Orange County chapter of the American Marketing Association is hosting a learning event to explore the impact of green strategies on marketing professionals and marketing activities.

Drawing on case-studies and real life examples, attendees will be given a broad exposure to green marketing for product lines which are already perceived as green and those which are not.

VERT Brands CEO, Barbara Manconi, will be one of the key-note speakers expanding on greening the CPG industry.

Location: Gallup Inc – 18300 Von Karman Ave – 10th Floor – Irvine, CA

For more info http://orangecountyama.org/events.htm

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Unemployment is at the highest rate in 14 years and it only looks like layoffs will increase as the economy worsens. The bottom-line is that budgets are being squeezed everywhere, including the public, private, and NGO sector. Non-profits are also feeling the pinch as philanthropic giving has dried up with the market in the tank.

During troubling times like this, many people go back to school to set themselves apart or after being laid off enter a new degree program to retrain themselves.

Even in this case sustainability seems to be the answer. In fact as the economy falls, the green one raises. In many ways, “being green” or sustainable business is smart business that focuses on efficiencies in energy, waste, and processes. Taking time to educate yourself and learn more about Sustainability and how to market Green could prove to be your best career move at this point.

Enrolling in online classes is an affordable and convenient way to get this done quickly. UCI will be offering the first online Green Marketing class this coming January. Completely online. You can even earn certification with the online Sustainability Leadership program.

For the Angelinos UCLA Extension will start in the Fall Quarter an on campus Green Marketing class. A great networking opportunity as well.

Learn as much as you can and remember to update new job abilities on your resume.

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Change the way you think, then change they way they act.

9 in 10 Americans say they are a “Conscious Consumer” and that they are concerned about the environment, but very often, aspiration doesn’t transform in shopping behavior.

Our agency is often approached with questions about “The Green Consumer” – Who is she? How do we reach him? What sites do they visit online?

The common belief is that The Green Consumer is part of a restricted number of people that belong to a movement rather than a movement (like global warming) that belongs to all of us.

So here’s my answer – every consumer is The Green Consumer.

They may just not know it yet. Every consumer can be prompted to make changes to help the climate crisis, to buy your product or donate to your non-profit. The key is where, when and how to approach them. So the question is not so much WHO is The Green Consumer, but rather, HOW do we Green The Consumer.

Here’s my answer – you must make your message personal.

Examples of successfully personalizing green include the Toyota Prius. According to a recent study from J.D Power & Associates “75% of people that buy hybrids do it for economic reasons, not environmental.”

Studies show that the top eco-friendly priority for consumers are  energy-efficient appliances. Why? Because energy-efficiency means saving money. Another case where personal successfully married environmental.

It is possible to induce eco-friendly consumer behavior when personal incentives meet environmental benefits. This is the task that companies and marketers are facing today. The need to extend the brand’s appeal beyond the deep “green” borders is an imperative.  While tomorrow, environmental responsibility may be a threshold to compete and not an added value, we must be realistic about what drives consumer behavior today in order to stop looking for The Green Consumer and start Greening The Consumer.

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