The term ‘green marketing’ refers to the process of promoting products or services built on their environmental benefits. These products or services might be environmentally friendly in themselves or may be produced in an environmentally friendly way.
When a business showcases its eco-friendliness, this may include products that:
- Are manufactured in an organic fashion
- Do not contain any toxic materials or ozone-depleting substances
- Are produced from recycled materials or can be recycled
- Are made from renewable materials
- Do not use excessive packaging
- Are designed to be repairable and not discarded
The idea of green marketing emerged as the after-effect of humans’ negative impact on our planet. Brands illustrate how they alter their missions and practices from revenue-driven to environmentally aware through business processes which have the least impact on the environment.
What Are The Goals Of Green Marketing?
Here are the goals of green marketing:
- Putting in place sustainable business practices
- Showing social responsibility
- Lowering expenses (such as packaging, transportation and energy/water usage)
- Demonstrating how safe – as well as mindful – products or services are
In the tradition of green marketing, brands introduce eco-friendly products or establish the corresponding environment around them by utilising eco-friendly packaging or refuse from it in order to make products recyclable and reusable. These products also use green energy for product production, the products are designed from recycled materials to reduce waste and the manufacturers choose to sell local to reduce transportation energy.
As a central part of green marketing, brands also frequently:
- Take part in recycling programmes,
- Become more conscientious about waste disposal practices,
- Donate to various green movements, and
- Don’t forget to educate their customers regarding what they do in order to protect the environment as well as why it matters.
How Does Green Marketing Work?
Green marketing starts with a company actually implementing – as well as practising – sustainable business methods. Organisations risk being labelled as dishonest if their business practices don’t match their green marketing messages. This means that they must ensure that they’re practising what they’re preaching. Authenticity is vital in green marketing.
Companies normally adopt three angles of marketing towards their eco-friendliness:
- The items that are used to make their products
- The actual products
- The packaging that the products are sold in
The company may choose to focus on how their products are all made from recycled material, how their products are designed in order to be recycled or reused, their usage of biodegradable packaging, or a combination of the three.
It’s also quite common to find larger corporations which participate in various programmes which aim to increase company-wide recycling, decrease waste disposal as well as support community initiatives.
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