Did you know that 49% of global respondents say they pay above-average prices for products with high quality / safety standards that consumers often associate with strong sustainability practices?
In addition, consumers are willing to open their wallets to products that are organic (41%), made from sustainable materials (38%) or socially responsible (30%).
In fact, the U.S. sustainability market is well on its way to reaching $ 150 billion in 2021.
This is not only more environmentally friendly, but also the reason why several companies have become or will become environmentally friendly in the future.
When you work as a marketer in a green company, all sustainable things that your company does should be marketed.
Today, learn more about green marketing, the best strategies, and some examples to inspire your own green marketing campaigns.
What is Green Marketing?
Green marketing is when a company focuses in its marketing assets on the environmental and sustainable benefits of its product. It’s about the way the products are made and made.
When marketed in an environmentally friendly way, the products are usually made in a sustainable way, contain no toxic materials, are made from recycled or renewable materials, have no excessive packaging, and are designed to be recycled.
If a company can manufacture its products in an environmentally friendly way, it shows that it is committed to sustainability and social responsibility. It also helps with the brand’s reputation. By making your products environmentally friendly, you can focus on green marketing to let everyone know that you are committed to helping the environment.
This could also save you money on packaging and energy consumption in the long run. While many businesses are not going green because the upfront costs are typically more expensive, they may not realize that doing so will result in savings over the long term.
However, it is important to note that you cannot simply market something as green if it is not. There are regulations and legal standards for green marketing.
Speaking of which, let’s examine the differences between green marketing and greenwashing.
Green Marketing vs. Greenwashing
While green marketing aims to educate consumers about sustainable and environmentally friendly products, greenwashing occurs when a company promotes environmentally friendly products that are not made sustainably. In the world of green marketing, greenwashing is essentially false advertising.
Greenwashing will ultimately damage a company’s reputation as consumers will find that the company or products are not as environmentally friendly as they promote it.
To be sure you are buying a green product, look for real certifications that are listed on the packaging. If you are a company and want to promote your sustainability, you need actual certification to place on your product and website.
Once you have real certifications (and know that you are genuinely trying to help the environment instead of going green in order to make a profit), you can use these strategies to aid your green marketing efforts.
Green marketing strategies
1. Get certified.
There are several third-party Green Business certifications that you can use to market your sustainability practices.
To get certified, research the various certifications including Green America, Green Business Certification Inc., or Green Seal.
Usually, you need to meet certain standards and submit an application. These certifications back up your claims that you are a green company.
2. Promote your green message.
Once you have certification and you are in the real deal, it is time to get the word out. You can blog, post on “Going Green” on your social media, add the certification stickers to your website, and more.
By promoting your sustainability efforts, you can strengthen your brand and customer loyalty with environmentally conscious consumers.
3. Integrate sustainability into your culture.
Don’t just fall into the green marketing trap without really committed to the cause. You should incorporate environmentally friendly practices into your corporate culture. Every employee should know that you want to make things as environmentally friendly as possible.
4. Support for environmentally friendly programs and initiatives.
If your company is donating to charity or supporting local programs and initiatives, choose those that are environmentally friendly. It helps with your consistent brand message and supports one thing that is important to you.
Expert tips for green marketing
- Go paperless.
- Don’t forget your freebies.
- Make all of your events green.
1. Go paperless.
One of the nemes of the environment is paper. A great way to go green is to cut down on the amount of paper you use.
Mike Volpe, CEO of Lola.com, says, “The response rate for most direct mail is 2%. This means 98% of your direct mail is wasted. In addition to the environmental impact of the 50 articles you send, every 1 leads affect the Trucks and other means of transport that move all mail. If your audience really cares about the environment, email them and let them know you don’t use snail mail for marketing. “”
2. Don’t forget your freebies.
If you ever host a giveaway, you may forget that you are a green company and you want to endorse green products. That would be a mistake. The prizes you give should also aid your mission to go green.
Volpe added, “If you want to connect with your environmentally conscious consumer market, try changing your prices to something they really care about. Perhaps a donation on their behalf to a global charity or the purchase of a rainforest property to be protected in your market If your market really cares about the problem, this is a great tool to put your competitive effort more into focus. “
3. Make all of your events green.
If you’re hosting a branded event, it has to be sustainable.
Robin Lickliter, Chief Experience Officer at Brightest Sparks Marketing, says, “Consider LEED-certified buildings, incentivize public transport and consider LED lighting.”
These are great ways to keep your brand green even when you’re hosting an event.
Examples of green marketing
Starbucks is recognized as a leader in sustainability. The company invests and donates money in various environmental programs. In fact, Starbucks has allocated over $ 140 million to develop renewable energy sources.
Patagonia publicized their support for environmental activism through green marketing.
On their website, they say, “We’re part of a movement for change. From helping youth who are fighting oil drilling to suing the president, we’re taking action on some of the world’s most pressing environmental issues. Connect through Patagonia Action Works with environmental groups and take action to protect people and the planet. “
3. Ben and Jerry
Ben and Jerry actively market the social issues they care about through their website on their values page. You regularly blog and discuss why it is important to advocate green business practices.
With green marketing, you can let your target audience know that you care about the same topics that they do. You can improve your brand reputation while investing and donating for a cause that matters to you.