Insights &

industry

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The eco-friendly movement has continued to accelerate, and so has consumer interest in green products. But customers are also growing suspicious of companies “greenwashing” their products — using deceptive marketing techniques to falsely convey an environmentally-responsible image.
The elements of building a brand and the role it plays in creating brand affinity across the broad spectrum of consumers has become increasingly important over the last few decades. As products in general become increasingly commoditized and indistinguishable in their features, the luminescence of the brand itself is what ultimately attracts consumers.
Jessica Hawthorne-Castro is CEO of Hawthorne. Jessica has strategically positioned the agency to be at the forefront of advertising, where art meets science. She is committed to providing data-driven solutions and proprietary tools to help clients maximize their advertising investment dollars.

9 Proven Strategies To Make Operations More Efficient While Understaffed

The eco-friendly movement has continued to accelerate, and so has consumer interest in green products. But customers are also growing…

The Imprint of Brand Diversity in Marketing

The elements of building a brand and the role it plays in creating brand affinity across the broad spectrum of…

A conversation with With Jessica Hawthorne-Castro, CEO of Hawthorne

Jessica Hawthorne-Castro is CEO of Hawthorne. Jessica has strategically positioned the agency to be at the forefront of advertising, where…

7 Ways To Market Your Green Products And Practices (Without ‘Greenwashing’)

The eco-friendly movement has continued to accelerate, and so has consumer interest in green products. But customers are also growing…

Is That New Marketing Trend Right For Your Business? 9 Ways To Decide

Marketing is an ever-changing industry. With new trends constantly on the horizon, it’s difficult to tell which to adopt and…

Tailoring Your Marketing Messages to Gen Y and Gen Z Consumers

Generation Y, or better known as Millennials, has been the apple of every marketer’s eye with 73 million strong, and…

The Imprint of Brand Diversity in Marketing

The elements of building a brand and the role it plays in creating brand affinity across the broad spectrum of consumers has become increasingly important over the last few decades. As products in general become increasingly commoditized and indistinguishable in their features, the luminescence of the brand itself is what ultimately attracts consumers.

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