Press Release

Nan McCann – 860.724.2649 x 13 -
Amy O’Malley – 860 724-2649 Ext. 14 -

Green practices a crucial step to facing the future

Sustainability key to increased sales and savings
Idea leaders to discuss successful strategies at Good And Green® conference

CHICAGO, October 14, 2009 - With public concerns reaching an all-time high, brands of all sizes are heeding the clarion call to “face the future” – that is, to adopt environmentally sound practices – or feel the wrath of disappointed consumers.

Some of the most successful green marketers will meet here to share their success stories at the third annual Good And Green®… The Green Marketing Conference, November 17-18, 2009 at the Chicago Cultural Center.

“Going green is a long-term venture, and most companies are taking the first initial steps on the path,” said conference presenter Suzanne Shelton, President and CEO, Shelton Group. “Before a company can position themselves as green, they need to take a long, hard look at their internal operations to get their own house in order.”

“By examining their manufacturing, sourcing, and distribution processes, companies can identify areas for greater energy, water, fuel and materials efficiency, which leads directly to greater savings,” said Shelton. “Going green has a direct, positive impact on the bottom line.”

According to Shelton Group’s Eco Pulse research, half of today’s consumers take a company’s environmental record and practices into consideration before making a purchase. For example, when asked what would they do if they discovered that the manufacturer of their favorite toilet paper was cited for an environmental infraction, 44% said they would stop buying that brand – and 36% said they would stop buying that brand and encourage their friends to do the same.

“Sustainability is a path to competitive advantage,” said conference speaker Bob Domenz, President of Avenue, a marketing and communications firm that works with sustainable businesses. “But the landscape has changed. Customers no longer accept marketing of ‘green’ product features and benefits alone.”

At the upcoming conference, Avenue will share an inside look at how they helped Clarke, an international company, use their commitment to the environment to transform their company, culture and market presence.

“Brands who want a relationship with ‘the new customer’ must align how they conduct their business with their message,” Domenz said. “The rewards come to those who can communicate values, purpose and a commitment to the environment that is authentic. In other words, ‘Do you have a genuine brand story?’”

Now in its third year, Good And Green®…The Green Marketing Conference is the premier national marketing conference designed to give senior brand marketers the resources they need to increase share and maximize ROI with today’s increasingly eco-savvy consumers.

J. Berrye Worsham, President & CEO of Cotton Incorporated, and a speaker at this year’s conference says, “Cotton Inc. has consistently found the content of the Good & Green® Conferences to be valuable to our organization, and in line with our own commitment to sustainability education through trade and consumer marketing.”

The conference features new research, case studies, workshops and networking opportunities. In addition, one attendee will have an opportunity to win a copy of GfK Roper’s Green Gauge® Report, plus 21 complimentary consulting hours, worth approximately $20,000.

Good And Green®... The Green Marketing Conference is Presented By GfK Roper Consulting. The Title Sponsor is Cotton Inc. Associate Sponsors are: Avenue Marketing & Communications, The Brand Architect Group, Red Kite Business Advisors, EarthSense and Clarke. Showcase Sponsors are: The Shelton Group, Capitol Cups, Scott® Naturals, Bee Leaf Bags, The SOAP Group, Mr. Ellie Pooh and GreenGraffiti. Workshop Sponsor is Mohawk Fine Papers. Affiliate Sponsor is LOHAS Forum. Carbon Offset Sponsor is TerraPass. Media Sponsor is Fast Company.


Good And Green is produced by PME Enterprises, Hartford, CT. Please visit or call 860.724.2649 x 14 for more details and to register.

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