If this is the age of technology, then it is also the age of awareness. There is a large population of people who are not just aware beings but also aware consumers. This means that they choose to be environmentally conscious even while they shop as a consumer which consequently influences their market choices.
The awareness and the momentum to go green has also significantly influenced businesses. As a result, the global green technology and sustainability market size is expected to grow from USD 11.2 billion in 2020 to about sustainability market size.
At times, consumers are willing to spend more on organic, sustainable products, and socially responsible companies. Moreover, all this forms the basis of what we call green marketing.
This type of marketing is visible when a company highlights the environmental and sustainable benefits of their products in their marketing efforts. Additionally, it is also concerned about the procedure of production.
The products that are marketed through this strategy are generally called green products.
What are Green Products?
It refers to the products or services whose production, purchase, and use allows economic growth while conserving for the future. It means that the products haven’t polluted resources. Additionally, they can be produced with recycling or renewable material. There is also an effort to make the packaging environmentally friendly.
Adopting this eco-friendly path reflects that the company is socially responsible. However, it’s important to remember that there one can’t marketing anything as green, in case it’s not. There are legal standards and regulations for green marketing.
Other than this, it’s important to note that not every marketing themself as green is really environmentally conscious. This leads us to the practice of greenwashing.
What is the difference between Green Marketing and Greenwashing?
As mentioned above, green marketing is based on the concept of sustainability and eco-friendly products. Whereas greenwashing is the practice when a company promotes green products not really made sustainably. In simple words, it means greenwashing is false advertising.
Before indulging in such a practice, companies should remember that it can damage their reputation. This is because customers can find out that the company is not actually selling green products or services. However, this practice raises an important question about the reason behind companies trying to portray themselves as green organizations.
Why do we need Green Marketing?
Incorporating green practices has multiple benefits from different viewpoints.
To begin with, let’s find out the benefits of this practice for the environment:
- It promotes a sustainable way of living which is the demand of the twenty-first century. Such eco-friendly practices are steps to build a healthier, cleaner, and greener world.
- Plastics have taken over every industry and manufacturing process. Considering the long-term disastrous impact of plastic, green marketing can be a way to combat this trend.
- The consumption of organic products will increase instead of processed products.
- This has increased the demand for healthier products like fruits, vegetables; etc.
- When businesses adopt green marketing, they are forced to be creative. This brings smarter solutions for protecting our ecosystem in the long run.
Other beneficiaries of this kind of marketing are businesses. There are many long-term benefits that it provides to businesses. Some are listed below:
- Cost Savings: With green marketing, businesses focus more on natural lighting, recycling, and water conservation policies. Consequently, it leads to saving up operational costs. The optimum utilization of natural resources also helps organizations save costs.
- Positive brand image: Being a responsible and aware organization will help in creating a positive brand image. It will also attract skilled employees. Additionally, investors would like to invest in your business. For example, Starbucks is known for being a sustainability leader. It makes donations to numerous environmental programs. This has helped them in building a positive and impressive brand image.
- Increase in brand loyalty: When an organization puts consistent efforts to follow green practices it not only creates a positive brand image but also improves brand loyalty.
- Advantage among competitors: As consumers are becoming environmentally conscious, they want to invest in green brands. This will provide an edge to your brand and an advantage among consumers.
- Growth in business: All the mentioned benefits will ensure growth in your business.
How does Green Marketing work?
If your organization makes the decision to adopt this practice, then you should ensure three factors for their eco-friendliness:
- The raw material used in the manufacturing process should be environment friendly
- As mentioned above, you should have a green product.
- Packaging of the products in which items are sold should also be minimized and made eco-friendly.
Before actually starting to manufacture green products, you must come up with predefined strategies that will help you manufacture the best product with lesser costs.
Green Marketing Strategies
The above-mentioned requirements are necessary for green marketing. However, it’s also important to come up with marketing strategies for green products. Some of them are mentioned below:
- Certification is a must. A business should obtain green business certificates like Green Business Certification Inc., Green Seal, etc. This will support the claim that you make as a green business.
- Make your advertisement and content around going green. Having a certificate allows you to promote your message of environmental consciousness. This can be through social media posts, blog posts; etc. Consequently, it will build a positive brand image and customer loyalty.
- As a green business, you should be consistent with your brand message. So whenever your company does charity or supports any programs, make sure they are green.
- Make sustainability your culture. This means that don’t just adopt green marketing for image purposes. Rather include green practices in your organization’s culture. Employees should also be aware of what the company aims as a green business.
Going green as a business provides a vast range of benefits for everyone. Incorporating this path can give you an edge over your competitors.
While this is one marketing kind, we at Shaktiki are ready to help you with various marketing solutions. So, get in touch with us today.