Green marketing essentially means marketing what is green, implying that when you market a product or a service that is environment friendly and promotes environmental sustainability.
This marketing and promotion will be impacting across a lot of spheres though like how the product is being made, how is it designed to positively impact the planet, what is the packaging and what are the promotion strategies.
1. What is Green Marketing About?
For starters, we can say that primarily you need to create products that are eco-friendly.
Secondly, we consider how they are packed, so make sure the packaging that is used is natural and nature friendly plus easy to either reuse or recycle and also try to reduce the emission of greenhouse gases in the manufacturing level and production process.
Now, that you have actually put in so much in the making by far, your next step should be you market it in a way that the environmental benefits of the product are nicely highlighted, and all the other aligning business practices should also be streamlined in a sustainable manner.
In the long run, you can also plan on moving your profits towards renewable energy sources.
2. Is Green Marketing Expensive?
There is no doubt that green marketing strategies are way more expensive as compared to traditional marketing practices, but with changing times and demands of environmentally thoughtful buyers, there is a change in the trends.
So, when a product is locally made there is a chance that it will turn out to be more expensive because the manufacturing process might not be that cheap.
But if the products are made locally then the sourcing or supply chain will be better and easier, and more importantly, it will have a much smaller footprint as compared to the products coming from abroad.
In such cases, you need to explain green pricing to your customers in a very effective manner so that they do not have trouble paying for your goods/services.
You can also pitch in here how your products being eco-friendly are better than your counterparts and how if they choose your product they will be one step closer to saving the earth’s environment as a whole.
A poll of 1,000 Americans, conducted by LendingTree in 2021 showed that 55 percent of the people wanted to use products that are sustainable, green, and eco-friendly. Even, a few of them wanted to boycott those companies that do not use green products.
3. Green Marketing Strategies
There are numerous green marketing practices that can be done by organizations and individuals to bring about substantial changes in the environment.
For example, your company can collaborate with any local environment-supporting organization and work towards raising awareness and eco-friendly activities like a beach-cleanse activity which involves the employees also to walk down and take part in the process.
Such activities are beneficial in two ways, one will be by protecting the environment and the other will be promoting your company as one which is environmentally very thoughtful.
Other such practices include making use of bulk email services for the promotion of the sustainable products that your company is providing so that it reaches a larger target market and is eco-friendly.
The carbon footprint can also be improved by using the best and the most upgraded types of equipment and vehicles.
For all the marketing material that you have to use for offline marketing try using materials that are eco-friendly and recycled so that you are not harming the earth, although a more transitional move would be to move more towards social media marketing.
This will again have dual benefits, you can get an analysis of the level of the reach of your advertisement, and second, you can portray how eco-friendly your organisation is while literally proving it in real time.
4. Why Green Marketing is Growing?
Green marketing is gaining a lot of popularity and importance now, this is because, with the changes in the environment and the drastic effects that we are observing across the globe, there is a change in people’s attitude towards the environment.
They are now more concerned and aware, of all the issues that are prevailing in the world and they are thus moving towards products and services which are more green, they are getting ahead to sustainability and engaging in more conscious habits and practices.
Due to all this, there is also more attention being given to such practices by the government.
Corporations are now being pressured to use more environment-friendly methods and ways so that they reduce their carbon footprint and impact on the environment.
Consumers have also become very aware so they are choosing eco-friendly products.
So, companies are now trying to bring in new green initiatives so that they can stand out from their competitors.
5. Final Thoughts
As we have seen above, green marketing is the need of the hour and there are many ways in which the same can be accomplished like going digital or completely paperless working style.
Also, the trend of remote working is to reduce the emissions from vehicles and other changes that can be made in offices and corporate buildings are small differences like installing hand dryers in bathrooms to reduce the use of tissue paper.
Ink and toners which have to be removed periodically should be the ones that are remanufactured.
All electrical fittings like bulbs and other fixtures should be energy-saving and high quality to prevent damage to the environment and support more green marketing.