What Is Green 💚 Marketing?
We are concerned with environmental issues now more than ever. Air pollution, plastic 🥤 in oceans 🌊, global warming, and food waste all are among the major threats, making us worry and think of being kinder to the planet 🌍 . In support of environmental health, millions have begun purchasing 🛍️ socially responsible products despite their higher cost 💸.
Gripping the trend, companies are turning to a marketing strategy that helps to hook such consumers in, addressing their social responsibility and, therefore, influencing their purchasing decisions. There are many types of marketing, but this strategy is known as green marketing.
What is green marketing?
In plain English, green marketing refers to selling products or services by highlighting their environmental benefits. Some call it eco-marketing or environmental marketing, and consumers recognise such brands by terms like "organic," "eco-friendly," "recyclable ♻️," or "sustainable".
The concept of green marketing appeared as the after-effect of humans' negative impact on our planet. Brands illustrate how they change their missions and practices from revenue-driven to environmentally aware by business processes that have the least impact on the environment as possible.
Goals of green marketing
🥅 Implementing sustainable business practices
🥅 Demonstrating social responsibility
🥅 Reducing expenses (packaging 📦, transportation 🚚, energy/water 💧 usage, etc.)
🥅 Demonstrating how safe and mindful products or services are
In the tradition of green marketing, brands launch eco-friendly products or create the corresponding environment around them by using eco-friendly packaging or refuse from it, make products recyclable and reusable, use green 💚 energy for product production, design products from recycled materials to reduce waste, choose local selling to reduce transportation energy, and more.
As a part of green marketing, brands also often participate in recycling programs, become more scrupulous about waste disposal 🗑️ practices, donate to different green movements, and do not forget to educate their customers about what they do to protect the environment and why it matters.
To integrate green marketing into your overall business brand marketing strategy, you can do the following 👇
💚 Communicate your green message through advertising (digital 🖥️, TV 📺, radio 📻)
💚 Promote green aspects of your company through content assets at all points of customer contact (a website, blogs, e-mail 📧, social media, mobile 📱 marketing, coupons, word-of-mouth 👄, cold calls 📞, retargeting, etc.)
💚 Initiate market research 🔍 and visualise the results to educate consumers and recommend green improvements to your niche
💚 Partner with like-minded 💭 businesses for cross-promotion
💚 Support eco-friendly programs and corresponding community initiatives
💚 Focus on green production
In other words, twist green into a part of your brand's identity. To make it work, become fully committed to the concept of green marketing in your marketing plan. This includes green design, positioning, pricing 🏷️, logistics, and disposal. When making environmental consciousness a number one ☝️ focus of your business, you succeed with both sales and consumer loyalty. In the long term, green brands get more profits and establish a reputation of being trustworthy.
The green marketing paradigm
Green marketing is not only about promoting products or services with environmental characteristics. It involves brand modification and changes in the manufacturing process.
It is about taking a different perspective on marketing, considering the global consequences we have on environmental degradation. It is about a brand's ability to satisfy customer needs with minimum harm 🤕 to the environment. Given that, a new marketing paradigm emerged, with the concept where consumers have an active role in brands' green initiatives - obtaining sustainable benefits from them.
Other ways tech impacts green marketing
For those willing to join green marketing and show love ❤️🧡💛💚💙 for our planet, focus on brand content to let the world know about your endeavors. The most effective platforms are your website, blog, and social media pages.
Promote your eco-friendly marketing to environmentally aware consumers, build an emotional connection 🔗 with them, and make green efforts a part of your brand's story. Show the audience what is in your business beyond money 💵-making and marketing.
Ready to learn more about green programmes and concepts? Talk to us today and find out more how we are able to help you to achieve a sustainable business outcomes 🤩😎!
References:
Lesley Vos, January 22, 2019, G2 Learning Hub