Green marketing is more than a passing consumer trend

Green can undoubtedly be called the trend color of the hour - although "hour" here rather stands for the decade. And to speak of a trend also falls short. "Zeitgeist" is more like it. Environmental protection and sustainability scream out at you everywhere. Fridays for Future has long been a permanent feature of public reporting. All sorts of companies are giving themselves a green coat, adapt their own mission statement and speak of the sustainable production. The environmental aspect is holistically anchored in the companies, which makes us the Green Marketing leads.

02.05.2022, Cleverbon

Green Marketing ist mehr als ein vorübergehender Verbrauchertrend

Is your own company on the right side of history? Many companies can say they donate a portion of their revenue to green organizations, support initiatives, or - currently ubiquitous - plant trees. But far fewer can claim that their entire business revolves around a green-focused approach. Because when a company decides, Green Marketing to operate, this becomes the core of the brand message. And it is increasingly becoming the standard. After all, customers increasingly expect companies to act responsibly when it comes to the environment.


What is Green Marketing?

Green Marketing is the promotion of products or services based on their environmental benefits. It is not only about methods to promote green products, but also how to sell these products to make the most profit. These products or services may be intrinsically green or produced in an environmentally friendly manner. A Green marketing strategy is to show how a company Products and services developed and promoted in an environmentally friendly manner or how it promotes and supports green foundations and initiatives. Green marketing is mainly practiced by companies that are committed to sustainable development and social responsibility. More and more organizations are making efforts to introduce sustainable business practices, partly due to legal requirements or subsidies. However, they have also realized that this makes their products more attractive to consumers and that sustainability and climate neutrality can be used to raise public awareness. At the same time, through sustainable action can reduce costs for packaging, transportation, energy and water consumption, etc. 


What are the principles of green marketing?

Consumers have begun to question the origin of the products they consume. As a result, fair trade initiatives have seen an upsurge. Especially through Social mediadocumentaries and podcasts, awareness of environmentally friendly products is increasing. On the other hand, companies also run the risk of quickly being pilloried on the www for environmentally harmful actions or window dressing with regard to their own business practices. Anyone who propagates climate neutrality and boasts of doing without plastic bags, but then SUVs around in the company car, is treading on thin ice. The Internet is merciless here.


Honest lasts longest

Green Marketing means that a company actually introduces and practices sustainable business methods. And this follows a holistic approach that is sometimes uncomfortable, and also requires investment at first. Companies risk being labeled dishonest if their business practices don't match their green marketing messages. Authenticity is essential in green marketing, Green Washing is risky and can cause lasting damage to the company's image. It is therefore important to ensure that they practice what they communicate to the outside world. Companies can do this on their website, in magazines, social media, but also as part of the POS marketing communicate its own measures.


What are green marketing measures?

For example, companies can highlight that all their products are made from recycled material or are designed to be recycled or reused. Biodegradable packaging is another aspect. Environmentally harmful ingredients are guaranteed to catch the eye of the increasingly informed buyer base. Smart brands are also starting to make their supply chains more sustainable. In this way, they can market that their business has less harmful impact on the environment. "Locally sourced" materials reduce environmental impact. That's because the materials don't have to be transported around the world. This is also part of the green Marketing strategy.


CO-neutral production

The generation of renewable energies, for example through an own photovoltaic system, does not only make sense for image reasons. Of course, such measures underline the own claim and prove the sustainability propagated in public. But even more than the possibility to Eco-marketing For example, having your own solar power system or changing production methods can help you save costs. Software solutions that monitor and optimize energy consumption also contribute to a measurable improvement. So it's about more than just a clean image in the public eye. With appropriate investments, companies are setting the course for their own future and making themselves more independent. The logical next step in the sustainable marketing would be to exchange the company's own vehicles for e-cars or vehicles with other types of environmentally friendly motorization.  


Away from paper, towards digital possibilities

In the retail sector, for example, companies can use digital technologies to increase Sustainability in their own processes. The Receipts that 90 % still end up in the trash at the point of salecan also be issued digitally. Customers can scan an individual QR code and receive the receipt on their smartphone in an environmentally friendly and uncomplicated way. Even though the German government has made it mandatory to issue cash register receipts, it still leaves retailers the choice of how this is handled. Customer satisfaction and environmental protection in one. Measures like these demonstrate the claim for sustainable management and strengthen the corporate image. The more comprehensive the change, the more interesting companies become with their Products and services for an ecologically conscious group of buyers.


What are successful examples of green marketing?

A well-known product that thanks to Green Marketing have been a real sales success is the Toyota Prius, for example. It is still one of the best-selling hybrid vehicles of all time, not least because environmental compatibility has been repeatedly touted as its main selling point. Outdoor clothing manufacturer Patagonia is also a great example of a brand that has green marketing actively practiced without obsessively trying to convince customers that every aspect of its business is sustainable. The company clearly communicates the materials it uses and additionally also donates a lot of money to programs for sustainable agriculture or for the protection of endangered species. It is precisely for this reason that the company's target audience (environmentally minded and actively concerned about protecting nature) buys its products. 

Effective Green Marketing requires not only the ability to communicate a green message, but also the ability to implement the various components of that message in a profit-oriented business environment. Stringently implemented, however, companies benefit in the long term from a better external perception and competitive advantages that contribute significantly to positive business development.

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