Protecting the environment is the principle that spearheads a new form of Marketing. The “ Green Marketing ” which consists in inserting the ecological problem in the commercial actions. What to retain in substance from this new form of marketing and why practice it? We are talking to you about it this Tuesday.
To be able to protect our environment in this digital age, the concept of green marketing has been implemented in several companies.
Green marketing or ecological marketing is the use of the ecological orientation of a brand , its products or services to increase its sales and improve its image. Setting up a green marketing strategy within a company means trying to minimize the negative consequences of a product on the environment.
It consists in carrying out advertising campaigns on the actions carried out by the company in the environmental field to enhance its image.
It is essentially based on the ecological characteristics of a product to increase sales and promote environmental protection. Several companies are trying every day to take action in this direction.
It is recommended to practice green marketing within all companies to help rebuild the ecosystem. Reduce the use of certain materials, less food waste, etc.
In summary, green marketing is:
1- All the commercial actions carried out by a company to protect the environment.
2- It can improve the image and notoriety of your business.
3- To practice Green Marketing, you just need to promote a product based on its ecological characteristics.
What is green marketing?
Green marketing is the marketing of environmentally friendly products and services. It is becoming more and more popular as more and more people are concerned about environmental issues and decide that they want to spend their money in a more planet-friendly way.
Green marketing can involve a number of different things, such as creating an eco-friendly product, using eco-friendly packaging, adopting sustainable business practices, or focusing marketing efforts on messages that communicate the issues. ecological benefits of a product.
This type of marketing can be more expensive, but it can also be profitable due to the increasing demand. For example, products made locally in North America tend to be more expensive than those made overseas with cheap labor, but they have a much lower carbon footprint because they don’t have to travel around the world to get here. For some consumers and business owners, the environmental benefit outweighs the price difference.
LOHAS
Consumers who prefer to buy green products even though they are more expensive fall into the “LOHAS” category. LOHAS stands for Healthy and Sustainable Lifestyles. According to Wikipedia:
“LOHAS describes an integrated and rapidly growing market for goods and services that attracts consumers whose sense of environmental and social responsibility influences their purchasing decisions.”
These consumers are active supporters of environmental health and are the biggest buyers of green and socially responsible products. They also have the power to influence other consumers.
Green Marketing Methods
Beyond making an eco-friendly product, there are other things business owners can do as part of their green marketing efforts. The following can all be part of a green marketing strategy:
- Use of environmentally friendly paper and inks for printed marketing materials
- Completely ignore printed materials and option for electronic marketing
- Have a recycling program and responsible waste disposal practices
- Use environmentally friendly product packaging
- Use efficient packaging and shipping methods
- Use environmentally friendly energy sources
- Take measures to offset the environmental impact
“Greenwashing”
Some marketers are trying to take advantage of the growing number of green consumers by simply taking a green marketing approach for products that might not be considered green. They try to position their products as a better choice for the environment when they really are not. An example is when a company uses the color green in its packaging or the word green somewhere in its message, when there is nothing particularly green in its product, nor more ecological than competing products. Greenwashing is not only deceptive, it can also damage a company’s reputation.
If consumers want to be sure they are actually buying a green product, they should look for the official certifications on the product packaging.
