Avon’s “Hello Green Tomorrow” Campaign Studied at the Green Marketing Conference

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Diane MacEachern, Founder and CEO of the Big Green Purse will interview Susan Arnot Heaney, Director, Corporate Responsibility, Avon Products, Inc. to examine what inspired the launch of the Avon “Hello Green Tomorrow” campaign at the 4th Good And Green® – The Green Marketing Conference, May 11 & 12 in the Hearst Tower, New York, NY. Hello Green Tomorrow is a global mobilization and fundraising program focused on helping end deforestation. Good And Green® is presented by The Daily Green and Good Housekeeping.

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Diane MacEachern, Founder & CEO, Big Green Purse

Our session is a kind of a case study that other marketing and sustainability execs in almost any category can learn from and execute in their own organizations.

Helping End Deforestation, One Sales Rep at a Time: The Avon “Hello Green Tomorrow” Campaign is the topic of an interactive session featuring Susan Arnot Heaney, Director, Corporate Responsibility, Avon Products, Inc. interviewed by Diane MacEachern of Big Green Purse at the 4th Good And Green® – The Green Marketing Conference. This year’s conference, presented by The Daily Green and Good Housekeeping, will be held May 11 & 12 in the Hearst Tower, 300 West 57th Street, New York, NY.

MacEachern explained, “We’ll examine what inspired Susan and her team to launch 'Hello Green Tomorrow,' a global mobilization and fundraising program focused on helping end deforestation. What unexpected challenges did they face? What strategies succeeded beyond their wildest dreams? How did Avon pick the organizations it partnered with? Why is Avon willing to spend time and budget on a project that may or may not sell its products? We’ll find out what worked, what didn’t, and what’s in store for the second year of the campaign. Our session is a kind of a case study that other marketing and sustainability execs in almost any category can learn from and execute in their own organizations.”

“The Avon/MacEachern session compliments this year’s conference theme of helping companies translate authentic and sustainable initiatives into green marketing brand presence and profit, ” according to Nan McCann, Good And Green® producer. “In the spirit of ‘a rising tide lifts all ships’, presentations like this from category leaders like Avon show other marketers how to be authentic and avoid any hint of ‘greenwashing’. Survey after survey continues to reveal there is a trend toward conscientious consumerism. That today’s consumers prefer green and sustainable products from responsible companies who have led the green evolution. Green and Good go hand-in-hand. In fact, the majority of consumers say they’re willing to pay a premium for products and services offered by those companies.”

Other highlights this year include cutting-edge research from GfK’s Green Gauge Global Report, case studies from Benjamin Moore, Chipotle and SCA Tissue, a how-to session on authentic marketing by The SOAP Group, and a keynote detailing the story and the criteria behind the development of the new Green Good Housekeeping Seal. On the fun side,” McCann added, “we’ll be conducting personal tours of the renowned Good Housekeeping Research Institute on the 29th floor of the Hearst Tower… the views are fabulous, the information will be even better.”

Presenting Sponsors, Good Housekeeping and The Daily Green will be joined by Associate Sponsors: SCA’s Tissue Division in North America, GfK Roper Consulting, Brown And Wilmanns Environmental, Benjamin Moore & Co.; Showcase Sponsors: The SOAP Group, Big Green Purse, Pentel, Carolina Pad, Parducci, PlanetEarthPromotions.com; Media Sponsor: Fast Company and Video Content Resource: Snippies.

For conference schedule and information: http://www.goodandgreen.biz or contact registration chair Angela Aiello, 860.724.2649 x14. Good And Green® is produced by PME® Enterprises LLC, 216 Main Street, Hartford, CT 06106.

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