There has been an increasing concern about the state of our environment for a while now. What has necessitated the widespread outcry you might ask? Air pollution has become a menace. There is increasing emission of greenhouse gases such as carbon dioxide into the atmosphere. Global warming is also at an all-time high. Plastic waste pollution has also become the norm. These conditions can create an environment that is unsuitable to do business effectively.
In light of these harsh realities, companies are increasingly coming up with products that are mindful of the environment. Consumers are also actively engaged in the purchase of these products. This is all in a bid to boost the environmental “health”. Green marketing thus involves advocating for and coming up with environmentally friendly products.
What Are Some of the Goals of Green Marketing?
- Reduction of Expenses
Companies can cut down on packaging costs by using eco-friendly packaging for their equally eco-friendly products. By coming up with recyclable and reusable products, costs of production are also minimized.
- Green Marketing Helps To Demonstrate Social Responsibility
Brands can actively take part in educating their consumers on the importance of conserving the environment and the practices they need to engage in to do that.
- Make Donations
These brands can also support the cause of green movements by frequently making donations to support their activities. They can also set a good example by adopting waste disposal methods that are safe for the environment.
How Do You Integrate Green Marketing Into Your Marketing Campaign?
Integrating green marketing into your marketing campaign is essential. You can share green marketing content on the advertising avenues that you usually use to promote your products and services. This can be your website, blog, and your social media pages.
Businesses can also collaborate with other brands that are also strong believers in Green Marketing. They can then engage in cross-promotion of the products and services that each of them offers and reach a bigger environmentally conscious audience. For example, the BMW brand has taken an initiative in reducing the emission of Carbon (IV) oxide on the roads through manufacturing millions of electric cars.
What Are the Advantages of Green Marketing?
- Green marketing increases the awareness of issues facing the environment. It educates people on matters such as air pollution and guides them on the strategies they can use to combat such environmental hazards.
- Eco-friendly marketing can give you a competitive edge over your rivals. This is because people will see that you are more mindful of the environment and tend to choose your products or services over your competitors' products.
- Green marketing assists companies to boost their margins. This is because it raises the value proposition of the products that you offer which results in your customers paying just a little much more for your products and services.
An Example of Effective Green Marketing
Subaru engages in an initiative that is aimed at taking care of the environment. The brand struck a partnership with TerraCycle to collect trash that is hard to recycle. Subaru's retail stores are stocked with “Zero Waste Boxes” where trash is collected. Items such as coffee capsules and disposable cups are collected and placed in these bins. This trash can then be converted into more useful products that can be re-used by the local communities found near their retailer stores.
Carter Subaru, a Subaru car dealership based in Seattle, is actively engaged in a tree-planting initiative. This has seen them plant over 150000 trees since 2008. As a result, the quality of air around the region has greatly improved. Greenhouses gases in the area and its peripheries have also greatly reduced. It will also be of great importance to mention that their efforts have also enabled the creation of amazing recreational spots that people can use to unwind in.
In conclusion, Eco-responsible marketing is a valuable concept that can go a long way in re-establishing the sanity that once characterized the environment. Every business brand should aim to mix it up with their main marketing objectives if they want to achieve meaningful sustainability. Therefore, I strongly encourage brands to fuse their marketing strategy and Green Marketing, together with adequate consumer education regarding the benefits of eco-friendly products, for the best results!