Did you know that 49% of global respondents say they are willing to pay higher than average prices for products with high quality / safety standards, which consumers often associate with sound sustainability practices? Additionally, consumers are willing to open their wallets for products that are organic (41%), made with sustainable materials (38%)or deliver in socially responsible complaints (30%). In fact, the US sustainability market is on track to reach $ 150 billion in 2021. That, in addition to being better for the environment, is the reason why several companies have gone or will go green in the future. As a marketer, if you work in a green business, all the sustainable things your business does need to be marketed. Today, let’s learn more about green marketing, the best strategies to use, and some examples to inspire your own green marketing campaigns.
<h2>What is green marketing?</h2> Green marketing is when a company focuses on the environmental and sustainable benefits of its product in its marketing assets. It is about the way products are produced and manufactured. With green marketing, products are generally made sustainably, contain no toxic materials, are produced from recycled or renewable materials, do not have excessive packaging, and are designed to be recycled. When a company can manufacture its products in an ecological way, it shows that it is committed to sustainability and social responsibility. Plus, it helps with brand reputation. When you make your products in an environmentally friendly way, you can focus on green marketing to let everyone know that you are making an effort to help the environment. Plus, this could save you money on packaging and long-term energy use. While many companies don't go green because the initial cost is often more expensive, they may not realize that it will generate long-term savings. However, it is important to note that you cannot simply market something as green if it is not. There are legal regulations and standards for green marketing. Speaking of which, let's dive into the differences between green marketing and greenwashing. <h2>Green Marketing vs. Green Washing</h2> While green marketing aims to inform consumers about sustainable and green products, greenwashing is when a company promotes green products that are not actually made sustainably. Greenwashing is essentially false advertising in the world of green marketing. Ultimately, greenwashing will damage a company's reputation because consumers will find that the company or products are not as green as they are promoting. To be sure you are buying a green product, look for actual certifications listed on the package. If you are a business and you want to promote your sustainability, you need to get a real certification that you can put on your product and website. Once you have real certifications (and know that you are really trying to help the environment instead of going green for a profit), you can use these strategies to help your green marketing efforts.
Green Marketing Strategies
1. Get certified.
There are several third-party green business certifications that can help you market your sustainability practices. To get certified, research the different certifications, including Green america, Green Business Certification Inc.or Green stamp. Typically, you will need to meet a certain level of standards and submit an application. These certifications help substantiate your claims that you are a green business.
2. Advertise your green message.
Once you’re certified and the real deal, it’s time to spread the word. You can blog, post about going green on your social media, add the certification stickers to your website, etc. Promoting your sustainability efforts will help build your brand and customer loyalty among environmentally conscious consumers.
3. Incorporate sustainability into your culture.
Don’t fall into the green marketing trap without really committing to the cause. You must incorporate green practices into your company culture. Every employee needs to know that you want things to be as green as possible.
4. Support green programs and initiatives.
When your business is donating to charities or supporting local programs and initiatives, be sure to choose the ones that are green. Help with your consistent brand message and support a cause that matters to you.
<h2>Expert Tips for Green Marketing</h2> Forget the paper. Do not forget the prizes of your raffles. Make all your events green.
1. Forget the paper.
One of the nemesis of the environment is paper. A great way to go green is to reduce the amount of paper you use. Mike Volpe, CEO of Lola.com, says: “The response rate for most direct mail is 2%. That means 98% of your direct mail is wasted. Plus, in addition to the environmental impact of direct mailings. 50 pieces shipped by every 1 lead, there’s the impact of the trucks and other means of transportation used to move all that mail. If your audience really cares about the environment, email them and let them know you’re not using the postal mail for marketing. ”
2. Don’t forget about the prizes you will give away.
If you ever run a giveaway, you might forget that you are a green company and want to endorse green products. Will be an error. The prizes you give away should also support your mission to go green. Volpe added: “If you want to participate in your market for environmentally conscious consumers, try exchanging your prizes for something that really matters to them. Maybe a donation on their behalf to a global charity or buying a piece of rainforest to protect it in your name? If your market really cares about it, this will be a great tool to bring more focus to your contest marketing efforts. ”
3. Make all your events green.
If you are organizing a brand event, it must be sustainable. Robin Lickliter, Experience Director at Brightest Sparks Marketing, says: “Consider LEED-certified buildings, provide incentives to use public transportation, and consider LED lighting.” These are great ways to keep your brand green even when you want to host an event.
Green Marketing Examples
Starbucks is known as a leader in sustainability. The company invests and donates money in various environmental programs. In fact, Starbucks committed more than $ 140 million to the development of Renewable energy sources.
Patagonia has made it known through green marketing that they support environmental activism. On their site, they tell “We are part of a movement for change. From supporting youth battling oil drilling to suing the president, we take action on the most pressing environmental issues facing our world. We connect with environmental groups through Patagonia Action Works and we take steps to protect people and the planet. ”
3. Ben and Jerry’s
Ben and Jerry’s actively markets the social issues that matter to the company through its website on its Values page. They blog regularly and discuss why it is important to commit to environmentally friendly business practices. With green marketing, you can let your target audience know that you care about the same issues they do. You can improve your brand reputation while investing in and donating to a cause that interests you.