.Green marketing is a marketing or branding strategy that applies environmental aspects as its main concept. This business strategy is carried out to show the company’s concern for nature in its conservation efforts.
The aim of applying a green marketing strategy is to attract consumer interest and increase their trust in your company, on top of campaigning about the importance of preserving the environment.
Currently, more businesses and companies do green strategies for their business. They understand that putting a value on the environment can do wonders, not to the planet itself but also to attract new customers or better retain the last customers.
What is Green Marketing?
Have you ever seen a campaign for a product stating that they use non-toxic materials, causes no emissions, or has minimal harm to the environment? These are examples of green marketing strategies.
Green marketing is a type of marketing strategy that refers to product development based on environmental sustainability factors. From the production process to product advertisements, everything is based on the concept of being environmentally friendly or without destroying nature.
One example of the application of green marketing is by recycling product packaging or making packaging that is more biodegradable than most plastics. Apart from the production side, you can also build brand advertisements that care about the environment, such as by donating a portion of profits to tree planting movements, cleaning the sea, and other nature-loving activities.
By carrying out production and green marketing campaigns, consumers are expected to be able to see the company’s commitment to preserving nature through the products or profits it generates. It also shows that business people understand what the impacts of their business can do on the environment, but they want to make sure that they limit any harm potential and minimize every risk that the business might pose to the environment.
What Are The Green Marketing Goals?
Broadly speaking, the goal of green marketing is to provide benefits to humans and the environment. But apart from that, this strategy also has other objectives that are not only beneficial for the environment, but also for the company. Keep on reading to know the thorough aim and objectives of a green marketing strategy.
1. Help Protect the Environment
As discussed in the previous point, the green marketing strategy is an effort to market products. The products do not only focus on profit, but also on the preservation of environmental ecosystems.
2. Responding to Consumer Requests
Environmental issues such as global warming and climate change are sometimes a concern for consumers. This ultimately results in consumer demand for more eco-friendly products.
This is evidenced by the results of research at the Center for Sustainable Industry. Business Growth at Duquesne University states that the demand for organic products has increased by around 240% over the past 10 years.
3. Improving a Positive Brand Image
For consumers who have a love for the environment, this marketing can help companies become superior to their competitors. In addition, this marketing strategy can also provide a positive brand image in the eyes of the public.
4. Reaching New Markets
The next goal of the green marketing strategy is to get consumers from the environmentalist demographic. By attracting these new customers, in return, the company can also experience higher sales value that can help them to reach a new height of success!
5. Reducing Overhead Costs
When a company uses sustainable materials for its production process, the company can automatically reduce its overhead costs. For example, such as the cost of water, energy, monthly operations, and other overhead costs.
What Are The Examples of Green Marketing?
If you are interested in applying a green marketing strategy to your business. There are several strategies that you can do, such as below:
- Use biodegradable packaging to minimize the production of plastic waste
- Urge customers to give back their packaging after products run out.
- Proper processing of production waste.
- To reduce packaging production, provide refill product types.
- Apply a green marketing strategy, such as minimizing the use of printed flyers or banners.
- To attract customers with printed material, make sure to only produce useful products which are made from environmentally friendly materials. For example, you can create a reusable water bottle with printed logos and social media information about your company at aluminum water bottles. A water bottle is useful and the one made from My Own Water is reusable and friendly to the environment.