If you are concerned about climate change, you should know what is green marketing. It is all about advertising the sustainable aspects of production. Mindful brands adopt strategies that minimize environmental damage of production and promote it to win over loyal and concerned customers.
Gone are the days when climate change seemed like a far-fetched reality. It’s right here, enrolling in front of our eyes, sending shivers running down the spine as much as consumers love luxury and ease; the catastrophic possibilities that scientific research is explaining if we don’t stop in our ways and make amends have jolted consumers globally.
Consumers worldwide are more concerned about environmental change and their carbon footprint. In the wake of this mindset change, Companies are now reorienting their advertisement campaigns along eco-friendly lines. Using sustainable materials and technology is becoming a norm, and companies are engaging the “earth sentiment” to win customers over. This is what green marketing loosely refers to.
The article below discusses the whole concept, techniques, and benefits in detail.
What is green marketing?
Green marketing is all about developing and advertising products based on their environmental sustainability factor. Companies advertise the sustainable material and technology used in their production process.
Green marketing is driven by the general public’s awareness of the environmental challenges and their possibly catastrophic impacts on the planet and our coming generations. Environmental awareness is on the rise, especially in the first world.
The general public is emotionally involved in the perceived change, which is one huge reason businesses are investing in sustainable energy and green marketing.
Green marketing examples may be advertising the reduced emissions in a product’s manufacturing process or the use of recycled materials in product packaging. Some companies may even move a step further and themselves as environmentally-conscious companies, donating a portion of their sales proceeds to environmentally friendly initiatives, such as tree planting or picking trash.
Benefits of green marketing
Green marketing benefits both companies and the environment. It’s not an emotional decision that environmentally conscious leaders make; the increased public consciousness has created an entirely new segment of the economy that only green marketing and green companies can explore.
Environmentally conscious customers especially seek companies and products that ensure the planet’s safety and are recyclable, natural, and preferably organic. The best part is that conscious consumers don’t mind paying more for sustainable and environment-friendly products.
Companies that choose green production and marketing tend to profit more than others.
1- Appeals to a new market
Dead whales washing up on the shires, rainforests being cut for commercial activities, green lands turning into deserts, birds, animals, and aquatic species becoming extinct: all of these things are too much to take. No one can see their house being destroyed right in front of their eyes, especially when you know IT’S YOU WHO’S DOING THE DAMAGE!
Consumers now want companies to reduce their want to know how products are made, their carbon footprint, greenhouse gas emissions, use of synthetic material, and even overproduction that eventually ends in the oceans, threatening the awe-inspiring beauty of the oceans.
This concern has opened up new horizons for businesses that have whole new demographics to engage and maximize on. It’s excellent news for planet Earth too. In their effort to gain more customers and win them over, companies are actually moving towards green technologies in terms of production, packaging, and marketing.
Business is always demand-led; whatever the public wants, the economy must deliver. With sustainable products in demand, companies are doing all they can to move towards sustainable products. Planet Earth is benefiting from this immensely because humans are trying to be kind to it.
2- Increases profitability and brand loyalty
Green marketing is not about voluntary service without a profit prospect. Businesses wouldn’t have adopted green technologies and marketing techniques if they weren’t financially fruitful and promising in terms of financial results.
Green marketing comes with many benefits. Companies that lead the sector in offering a green service or product end up defeating their competitors big time. With climate change concerns high among the public, companies that come forward with environmental concerns win hearts and that marketing par excellence.
These days, consumers voluntarily and purposefully look for environmentally friendly products. When they come across a company using sustainable means and methods, they buy that service or product even if they must make some compromises.
People will even take pains for the safety and survival of their homeland- planet Earth. This kind of emotional attachment is nothing less than a treasure for a business.
3- Lowers overhead costs
Green marketing can benefit a business in multiple ways. Other than introducing companies to new demographics and emotionally attached consumers, garden marketing can even help save money in the form of reduced overhead costs.
Companies that switch to energy conservation, mindful use of non-renewable resources, etc., can significantly reduce their water and energy bills. Some may even shift to renewable energy sources, which can reduce production costs too.
Not just that, many companies can save millions usually spent on waste disposal. With biodegradable materials and eco-friendly technology, no waste treatment is required for waste disposal. Off it goes into the land.
So, businesses are not just getting new demographics to target; they are also saving money in production and maintenance.
4- Helps the environment
Green marketing is all about saving the plant, actually. It may sound like the new best marketing technique aimed at finding new prospects of profit and loyal customers, but it’s not. One of the primary purposes is to save the planet.
Suppose a campaign is engaging the environmental sentiments and isn’t really shifting to new ways. In that case, they are deluding, even conning their customers, which is wrong on so many levels.
Not to forget that such crimes eventually get disclosed, and when they do, they cost much more than their earned money. In the age of the internet and global connectivity, avoiding severe consequences for such kind of deceit is hardly even possible.
Not only does true green marketing allow companies to garner more profit and gain more loyal consumers, it helps the planet. Companies that follow through on their promises can help significantly slow climate change and conserve the environment.
Green marketing allows an excellent opportunity for conscientious producers to change the destiny of the planet, which is moving towards disaster and doom at a supersonic speed.
The conscientious public and businesses can help each other reverse some of the most catastrophic impacts left on the ecosystem by our unthoughtful ways of the past few centuries.
5-Produces sustainable products
Green marketing helps the environment by producing sustainable and biodegradable products. These products don’t eat up the Earth’s non-renewable resources. They are produced without taxing the already dwindling natural resources of the planet.
6- Creates awareness around the cause
Though it is a product of public awareness, it spreads the message to many more with its creative advertisements and messages. So, it advances the cause and brings many more into the folds of the supporting group. Green marketing can help win over people by exploiting the same sentiment that justifies its existence and efficacy in the first place- love for the planet.
Green Marketing Strategies
Here are some strategies to help you create a sustainable, environment friendly business.
When growing a sustainable business, it’s all about sustainable design. A sustainable design is not just creating a new green logo or changing the brand message: it’s about sourcing sustainable materials, choosing sustainable technology, and even packaging. It goes down to the minutest details: you must pay attention to the processes and workers involved.
In a sustainable business, special attention is paid to reducing waste in a bid to reduce the environmental burden. Products have to be packaged in a way that aligns with green marketing. In short, there are quite a few things to consider when it comes to creating a sustainable design.
It all starts with a mindset change: a sense of responsibility. It’s a profound ideological change. You have to start thinking differently, looking at things from the climate change angle. In other words, you have to take responsibility for your actions. The credibility of efforts comes with sincerity of action and intention.
It’s about becoming conscious of pollution and then taking responsibility for your actions in the social and public realm.
Sustainable products are pricier because of the organic material used in them. Customers know greener products are going to be costlier, and they don’t mind paying the high price. This compliance results from the sense of responsibility that comes with awareness and environmental concern.
However, what’s important is that you, as a company, maintain the highest quality standards. If you produce low-quality products and charge your customers high rates, they’ll lose interest in your product and, more importantly, in the cause.
Product and environmental concern (planet’s destiny ) are inextricably linked in this system: the stakes are very high if you lose your loyal, determined customers, so think twice before charging twice and delivering a substandard product.
Do you know what the biggest cause of concern in the whole climate change narrative is? It’s Plastic. Massive, gigantic amounts of plastic are being used globally, and then it goes to waste in the water on land, never to decompose. It doesn’t degrade and keeps adding to the already unimaginable pollution load.
Stats suggest that almost 9 billion tonnes of plastic have been produced since the 1950s, and only a fraction (9 percent) has been recycled. A huge chunk of plastic enters the market in the form of packaging various things.
In a sustainable business, you have to reorient your entire packaging policy in an effort to introduce sustainable, organic materials for the packaging of the product. It’s essential because producing a green product will be useless if the packaging is synthetic and environmentally hazardous.
Understandably, sustainable packaging will be expensive, but again. Your potential customer will be ready to pay the price if you maintain quality.
Plan the entire production and packaging process anew when you shift to green marketing because this new concern demands a complete overhaul of the ways you conduct your business
Green marketing ideas
Sustainable brands earn more profits and have higher ROI rates, but it’s not easy to build a business along these lines. You need to be ready to invest more than usual in terms of money, time, and energy in the production processes.
It’s not easy to take the road less traveled and then make a success out of it. You need to work out some great ideas to support successful production, packaging, and delivery. To make your task easy for you, we are listing some great ideas to start your sustainable business journey. They may be basic, but they help you start in the right direction- a crucial need of time.
The first and foremost piece of advice is to get your hold on recycled materials. Recycled materials reduce the need for refining and processing, and that means lots of ease for the planet. It means a significant reduction in air and water pollution. Using recycled materials also means reducing pressure on the planet’s virgin or non-renewable resources.
Recycled materials are also easily degradable; you are not adding to the heaps of waste by producing with them. Recycled materials also conserve natural resources in the best possible manner, increasing economic security by using more domestic resources rather than imported ones.
Recycled materials stop further pollution by eliminating the need to refine and process materials for using them in production.
Let’s take Allégorie’s example, which uses recycled apple and mango peels to create eco-friendly textiles.
Consider using a bulk email service
Marketing is necessary, and paper wastage is impossible to avoid. Not true! You can use creative means for publicity purposes. Go for newsletters instead of flyers and brochures to keep potential customers in the loop.
No need to cut precious trees that are busy saving the world from natural disasters. Email marketing saves time, energy, and resources, and it’s very easy to collect your customers’ feedback using email marketing too.
Upgrade your equipment and vehicles
Going green and not sure where to start? Green means a complete change in your business from the lowest to the uppermost level. Every activity will need to be changed to a greener, eco-friendly alternative. Start by allocating resources to buy new types of vehicles that run on electric power instead of fossil fuel.
With new vehicles in your arsenal, you can improve efficiency, credibility, or environment-friendly efforts and reduce carbon emissions alongside reducing stress on natural resources.
Know the bonus? This sort of attention to detail gets the attention of your committed customers and helps put your company in a positive light.
Highlight your eco-friendly component
If your brand is working in an eco-friendly manner, using sustainable materials or technology, the latest sustainable equipment, collaborating with vendors on the sustainability spectrum, or anything that counts as eco-friendly, tell people about it.
If you don’t publicize this aspect, your potential customers will never know about it, even if they are looking for sustainable products. Let your customers know the efforts you are putting in to save the planet because it could automatically boost sales.
Take Dr. Scholl’s Shoes, for example; a shopper can know everything there is to the brand’s sustainability.
Invest in social media marketing
It’s a social media world; people are connected seamlessly across borders and 24/7. You don’t need offline marketing to succeed these days. Online marketing does the magic. It means no trees being cut, no refinement of resources, and no pollution either. Just a few clicks and all done!
Support environmental initiatives
If you are shifting to sustainable green marketing, the best thing you can do for your brand’s visibility is to fund initiatives that are working towards saving the planet. Some brands go a step further and create their own charities and foundations that focus on energy conservation and the development of sustainable energy.
Your brand will not only be building a great public image with these techniques, but you can also feel good about saving the planet for your coming generations.
People Tree, a brand that produces eco-friendly clothing for people, is known for its various environment-friendly initiatives. The company has its own special charity, the People Tree Foundation, that’s known for promoting environmental justice. The brand helps protect the planet in conjunction with its unique charity program.
Green marketing examples
Here are some excellent examples of brands that are following green marketing, helping save the planet
TOMS, The famous shoe brand, is doing an excellent job using its business to bring in people’s lives and lower the harmful production impact on the environment. TOMS is not only following sustainable energy and technologies to produce an environmentally friendly product but also helping improve lives in backward areas of the world.
The company is also very transparent about its operations. On the company’s website, You can see all the efforts TOMS is putting into making lives better, eradicating poverty, and saving the planet from the harmful effects of pollutants and climate change.
The company is committed to sustainable technologies and processes from end to end: from production to packaging, everything is environment friendly. You get the best of everything without straining the world’s precious natural resources, and CUSTOMERS LOVE TOMS FOR IT!
Find another great example in Green Toys. The company is doing a remarkable service by assuming that a happy child can be raised only in a healthy environment, and for that, we must save our environment from further deterioration. We have to protect our children’s future by securing nature’s beautiful gift for us- The beautiful climate of the Earth.
Green Toys directs our attention toward the environmental hazards of our small actions and increases awareness about building a safe environment for our young ones. Green Toys also produce safe toys for kids while using technologies that go easy on Earth’s resources.
The Body Shop
The famous cosmetic brand is a beautiful example of a conscientious business that’s fighting cruelty by going against animal testing. The company’s products are a hundred percent vegetarian. The company is the first of its kind to have initiated the trend of selling vegetarian products and banning cruelty for beauty.
Boden uses sustainable cotton for the production of clothes. They are leaders of their industry and are making a significant impact in the world by creating awareness, inspiring their users as well as competitors, and saving the environment.
Green marketing is all about advertising the sustainable aspect of sourcing, production, packaging, and delivery to the final customer. It is the need of the day, and it is fueled by the noble concern for the betterment of the planet. Green marketing is not just about the betterment of the planet Earth; it brings more profit and wins over loyal customers. Many brands are following green marketing and sustainable production and helping to make the world a safer and better place.