What is green marketing?
As the name suggests, green marketing refers to the marketing of any product with the idea of it being environmentally sustainable. This type of marketing is getting popular nowadays because people are concerned about buying good outcomes for their planet. This type of marketing involves different products, i.e., the material used in the product needs to be eco-friendly, the packaging has to be environment friendly. In addition, the value-added product must focus on communicating its green benefits.
Indeed this type of marketing is expensive, but it can be fruitful in the future with the increase in demand. Most business owners and local consumers now prefer a locally made product with less energy and water wastage, even if they have to pay a bit more. For them, the price difference outweighs the environmental benefits.
Besides making environment-friendly products, business owners can also follow these steps as a part of their green marketing strategy.
1. Opting for electronic marketing and skipping paper advertisements.
2. Using eco-friendly ink and paper for printing
3. Applying efficient shipping methods
4. Introducing a recycling program
5. Waste disposal strategy
6. Working on steps to offset the environmental impact
7. Using eco-friendly power (energy) sources
8. Investing in social media marketing
How green marketing works
Green marketing works on different initiatives and policies on introducing
products that are less harmful to the environment. It includes products that do not emit carbon.
A real-world example of green marketing is Starbucks; according to the Global Social impact report, Starbucks is one of those leading brands that practices green marketing. In addition, its revised policies are environmentally friendly.
Green marketing is liable to introduce green products, and it strictly practices environment-friendly products, processes, and tools. It is, however, essential for marketers to gain maximum profit from their green brand positioning. Therefore, a continuous reminder and proper communication from the organization’s side are required to make a desirable change.