Marketing Currents - Business and Marketing Current Events

How do retailers and brands overcome consumers’ ‘green’ skepticism?

A new survey finds U.S. consumers want to make more environmentally-friendly choices when shopping for apparel, but many are held back by a lack of availability and trustworthy information on what makes clothing more (or less) sustainable.

Click here to read the story at retailwire.com.

Discussion Questions:

  1. What is sustainability?
  2. Why do brands promote sustainability?
  3. What is positioning?
  4. How might this story represent the concept of positioning?
  5. What is market research?
  6. How do brands benefit from market research?
  7. What information did the new survey discover about consumers shopping for apparel?
  8. According to this story, what is “green skepticism”?
  9. How can brands overcome green skepticism and why might that be important?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.
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Chris Lindauer

After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.