Marketing Tactics

With the 2008 Olympics a few weeks away, Coca-Cola, Hershey, Nike and Ralph Lauren are turning up the marketing heat.

Sustainability is one of the latest, perhaps most important, trends to impact the consumer products industry in many years. But what is its ultimate purpose, and why is it critical that we wholly embrace this social, environmental, and yes, business imperative?

With growing concerns about the environment, studies show thatcustomers are buying more environmentally-friendly products. As aresult, companies are using less packaging, which now means morebenefits for the earth. Find out how companies such as PepsiCo, HP,Coca-Cola, Nestl Waters North America and Kraft Foods are followingthe consumer trend to lean toward green.

While some companies are just beginning to implement best green practices, Nestle Waters North America has made it an important part of its business for more than a decade.

TerraCycle manufactures products from materials that have historically been considered to be garbage. Just recently, TerraCycle broke out of the plant food category and into the natural cleaner category, and did so using an innovative twist on recycling.

The Consumer Goods Sales and Marketing Summit 2008 came to a close onJune 11, 2008, leaving the more than 220 consumer goods executives inattendance with a little more insight into the ever-changing andcomplex sales and marketing landscape. Here is a sneak peak inside theevent.

CGT Executive Editor Kara Romanow gets Kaj Johnson's perspective on how to build, nurture and push the boundaries of sustainable best practices in the consumer goods market.

CGT Publisher Lori Castle gives you a sneak peek into the "green" trends and topics discussed in our first-ever digital issue.