what it is and why it can help improve your company’s image! – WAU
Green marketing is a marketing strategy focused on actions that benefit the environment, whether in production, in operations or in the promotion of the product or service. It is also known as environmental marketing and ecomarketing.
You may have already noticed how some companies do too much question to make it clear to customers how they are engaged with sustainability, and how their products are “green”, eco-friendly, 100% natural, among so many other “trendy” expressions.
It is an endless speech of “environmentally friendly products”, “our production does not harm nature”, “we use only recyclable materials” and we can even see paid advertisements for only transmission of that information.
But why do they do it?
We are talking about green marketing, and we will explain in this article not only why they do it, but why you should start too to invest in that marketing strategy for your company.
What is green marketing?
Green marketing, also known as environmental marketing and ecomarketing, is strategy of marketing that focuses on the benefits (or the absence of harm) of the products, the way of production, or the general attitude of the company in relation to the environment.
In summary, we are talking about marketing with environmental appeal.
In other words, ecomarketing consists of selling the image that your company is environmentally conscious.
And having an ecological conscience is a imperative of recent times.
Because of this, it is certainly not enough for the company to start transmitting just an image of conscience, but rather that have an attitude transformation and environmental, social, cultural and economic responsibility.
A little about the history of green marketing
Environmental marketing arises in Europe and the United States from a general awakening of ecological awareness of the population.
This awareness awakening occurred in the 60’s, but its impacts (as well as its power of transformation and influence) in the market are more strongly perceived in the early 90’s.
The growing concern about the scarcity of natural resources means that many consumers start to pressure companies to be environmentally, socially, economically and culturally responsible.
In other words, the requirement for awareness in this aspect is extended not only to individuals, but mainly to legal entities.
Here in London, environmental marketing came together with European and North American multinationals that settled in the country, and the strategy also started to gain a lot of strength from the 90’s.
Campaigns by third sector entities, in particular, collaborated decisively so that companies realized the importance of following the green marketing principles.
And what are these principles?
Principles of green marketing
To comply with environmental marketing, the project must be:
- ecologically right;
- economically viable;
- socially fair and
- culturally I accept
In other words, as we said before, there is a need for not only environmental, but economic, social and cultural responsibility.
In addition, the company must pay full attention to some letters.
The 3 Rs: Reduce, reuse and recycle.
And the 4 Ss: Safety, Sustainability, Consumer Satisfaction and Social Acceptance (Social acceptance).
By investing in these aspects, the company will not only save money energy and money in the production processes and collaborate for a healthy environment, as well as profit – and here we are talking about profit from quality, not just quantity.
That is why it is essential that green marketing be based on real attitudes, not just a “green speech”.
Companies that invest in this type of marketing must incorporate marketing practices environmental responsibility, which take the environment and sustainable development into account.
Otherwise, we would be facing a case of Greenwashing.
What is greenwashing?
Sell an image, but not having attitudes consistent with the speech can be extremely harmful (and often fatal) for any enterprise, and not just for the planet in that case.
Imagine how disastrous a company would be that sells an “environmentally friendly” image, while throwing, for example, radioactive waste into a river and using slave labor.
This is greenwashing.
Greenwashing can be translated as “green wash”, and that is exactly what the name suggests: information that deceive consumers, aiming at mask a totally contradictory posture with the company’s “green marketing” discourse.
Because of the risk of greenwashing, products considered “green”, for example, need to prove which are “green products” same, and products declared to be sustainable, must attest to its sustainability.
Deceiving the consumer in this respect is totally abhorrent and can ruin the entire image of the company before society.
That is why it is essential to insert green marketing in a correct in your strategy.
How to insert green marketing into your strategy
Let’s start with good news: if you have a small or medium business, know that it will be much easier to incorporate green marketing.
This is because it is easier to control employees’ activities and posture, and to insert new practices and habits. But obviously, large companies are also able (and have been ostensibly doing so) to adopt green marketing.
How to begin?
Your company’s activities should aim, starting today, reduce negative environmental impacts (within the possibilities) and preserve the environment.
For this, it is possible, for example, to substitute products that harm the environment with products that do not harm (or harm as little as possible).
But not only that: company owners and founders they must also have values and attitudes aligned with this environmentally correct thinking.
Once the main representatives of the company have incorporated these values, this must be disclosed and also passed on to the company’s employees and processes.
After the transformation in the company’s activities and in the attitudes of the founders and owners, the new philosophy adopted by your company must be made explicit to consumers.
Then let the ecological awareness of your company in evidence, and thereby add value to the brand. And from there reap the rewards: the environmental appeal will generate sympathy from the population and even more consumers for its products.
Tips for implementing green marketing in your company
- Invest heavily in recycling and reusing materials – this, in addition to being environmentally and socially correct, will generate savings in the medium and long term, in addition to the admiration of consumers;
- Save water in production;
- Eliminate or replace products pollutants by others that are not, or that are less polluting;
- Separate and dispose of the garbage properly;
- Your company can develop programs that collaborate to reduce environmental degradation, or collaborate with programs that already exist;
- Do not use, or try to reduce, the use of non-biodegradable materials;
- Think of ways to increase durability their products;
These are just a few tips, but that doesn’t mean that your company should only use recycled paper for printing, for example (although this is a very good idea), nor that this is the only thing that a company must do so that it can already proclaim that it is practicing green marketing.
Be creative and from now on reconsider your entire production process, and be willing to change.
An example: if your company is in the cosmetics area, know that you can (and should) eliminate animal testing and replace them with other tests that are even more accurate and effective.
An increasing number of consumers are seek specifically for products that do not test on animals, and many refuse to use, under any circumstances, those that test.
If your company works with clothes, nowadays you can even invest in ecological hangers, and save water when washing them.
If you have a tourism company, consider investing in sustainable tourism. The idea in this type of tourism, which has been growing exponentially, is to combine the useful with the pleasant: collaborating for non-aggression to the environment and making tourists satisfied. This is because people have become aware that some behaviors in ecotourism strongly impact nature.
What are the benefits of green marketing?
To begin with, if your company demonstrates ecological awareness, the trend is that it attract also the public with the same conscience.
Pay attention to this “too”: it is there because the public without ecological awareness (which by the way has been substantially decreasing every day) will certainly not stop consuming your products just because your company has become more responsible, but buyers personas com ecological awareness, if you have to choose between your company and one that doesn’t have that awareness, will choose yours.
And as said before, green marketing arose precisely from consumer pressure that demanded to see this attitude of awareness by the companies.
Some consumers prefer to even pay more in a product when they know that in its origin there was, for example, no child or slave labor, or that its production was more environmentally friendly.
We’ve already talked about the importance of understanding marketing environments to apply the right marketing strategies, and the current environment is totally in favor of green marketing.
Today, most consumers prefer returnable or recyclable packaging, for example. Biodegradable materials are extremely frowned upon.
And not being “shortsighted” to changes in consumption patterns and preferences around you is essential for your company to have – and maintain – success.
In addition, in the medium and long term, investments in sustainability will bring savings to your company, and profit from quality.
Is it good or you want more?
Because there is more: your company will gain public sympathy, differentiate itself from competitors, and add value to the brand.
Companies using the green marketing strategy
Are many that could get on that list. In fact, London is considered as one of the largest “green economies” in the world. Our country’s own energy matrix is focused on electricity, which is still considered “clean” energy, or at least cleaner than nuclear energy, for example.
Natura has a remarkably green marketing, using recycled paper packaging, training riverside communities, among other actions incorporated into the brand.
Éh! cosmetics follows the same strategy, focusing especially on natural raw materials.
Walmart even received awards for being a company that started to invest in sustainability.
Vizcaya is another great example: the brand don’t test on animals, has braille packaging and with the bunny symbol always present, certifying that he does not practice the tests.
NATIVE, which invests only in organic products and surprised with products such as sugar and organic coffee, is another good example of how innovating and believing in this strategy can work.
Another striking example could be seen at SPFW: a generator was installed at the event, which is a green practice, and the event also focused on carbon neutralization.
Many international models, by the way, also talk a lot about the importance of do not use animal skins – practice that can burn much your company’s image and can be easily replaced by synthetic skins.
If you still don’t invest in green marketing, it’s time to start.
Following the example of Many companies who were successful after adopting this strategy, your company may have several benefits, which are, in summary:
- Have a differential in relation to your competitors;
- Win credibility and add value to the brand;
- Win the sympathy of the population;
- Attract consumers more aware;
- O recommendation marketing it becomes a consequence: people satisfied with the company’s posture, begin to recommend it to other people who are also ecologically conscious;
- “Green is green“. This expression does not exist for nothing: green marketing has proven that it attracts even the “green ones”;
- Conscious shareholders will not invest in non-conscious companies. You don’t want to take that risk;
- Meet the demands of increasingly demanding consumers in this regard;
- It’s an investment that will make you save money over time
Therefore, adapt to current consumer requirements and be sure to invest in environmental marketing.
Did you like the article? Now that you know how efficient the green marketing strategy is, how about recycling not only materials, but rethinking your marketing strategy?
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