The marketing strategy we will be looking at in this new blog article is Green Marketing.
Currently, there has been a growing concern for the well-being of our planet, including issues regarding global warming and plastic waste. Industries worldwide are taking steps to reduce waste and protect our environment, and the marketing sector is no different.
Green Marketing Definition
Green Marketing is a rapidly growing trend. The Cambridge dictionary defines it as ‘The activity of trying to sell a product or the products of a particular company to consumers by emphasising how they protect the environment.’
What are the advantages of Green Marketing?
Implementing a green marketing strategy will attract customers to your business. Green marketing identifies the social responsibility a brand is taking and therefore influences purchasing decision.There are many advantages to adopting a green marketing strategy within your business. Firstly, it can help to create a positive image. If people associate your business with being environmentally friendly. And if they also associate your organisation to helping to protect our planet, you will be much more appealing compared to a company that does not.A green marketing strategy will also help to create a competitive advantage.Moreover, adopting a green marketing strategy will raise awareness of environmental, sustainability or social issues. This is extremely positive, as it will help to protect our planet, but will also attract like-minded individuals who will support the company.
What are good examples of a green marketing strategy?
An excellent example of a green marketing strategy is to sell organic and locally sourced products. People are becoming increasingly concerned with where their food has come from. With air miles and the welfare of animals being frequently questioned, a great way to stay ahead of the game is to guarantee that your products are locally sourced. People will be more than happy to pay a few pence more for a product they know has only come from 5 miles away, as opposed to one that may have travelled 50,000 miles.Converting to organic food, such as meat, fruit, and vegetables, is also a great green marketing strategy. Many consumers choose to purchase natural products as they are reassured that their food has not come in to contact with any human-made fertilisers or genetically modified organisms. Not only is organic farming better for the environment, it usually tastes a lot better due to it being fresher. Another green marketing strategy that many businesses are beginning to adopt is manufacturing products from recycled materials. Examples are: recycled toilet tissue, recycled paper and also recycled fabrics which can be used to make clothes. High street brands have recently been confronted with the issue of fast fashion. Many famous brands are now creating clothes from recycled material in a bid to reduce the number of clothes and the large volume of fabric that ends up in our landfill sites. Similarly, to using recycled materials, some companies have decided to manufacture their products using renewable raw materials. This action can also be seen within the fashion industry, with companies using sustainable materials such a wool, organic linen, and natural silk. Wool and linen are great fabrics to use when attempting to take up green marketing. Wool is sustainable, renewable, durable and biodegradable; moreover, organic linen is made from fibres of a flax plant. Natural jute and bamboo are also making increasing appearances within textiles and clothing. Other examples of green marketing strategies include using biodegradable packaging and products. Examples that are used in the hospitality and catering industries are compostable cutlery, cups, paper straws and waste bags. Reusable products are also popular, with coffee cups and shopping bags becoming a part of everyday life.
The rise of green marketing is a positive strategy within the industry and one recommendation brands take up if at all possible. Making changes within your business, such as converting to reusable materials to create products is both beneficial for our planet, but also extremely helpful for brand image.