Consumers are increasingly seeing the significance of their buying choices, and the impact of their favourite brands and products on the world around them. From biodegradables and reusable coffee cups to circular fashion trends, sustainability and accountability are key in this contemporary marketing landscape.
According to the Conference Board’s Global Consumer Confidence survey, 2018, around half of consumers surveyed said they will pay higher than average prices for products made from organic & sustainable materials. This is being reflected by the US sustainability market being valued at around $150 billion this year, which is one big reason for businesses to go green – it’s actually becoming even more profitable.
What is Green Marketing?
“Green marketing” is the promotion of a certain product or services based on their benefits, showcasing how they are produced in a way that is positively impactful. Green-marketed products are generally produced using less packaging, are designed to be reused or recycled, and do not contain harmful materials.
What should you be doing about it?
First, incorporate sustainability into your company ethos.
Company values shape the way your organisation acts and therefore how it is perceived, so putting green in the name is always going to be the first step towards marketing yourself as a green business.
Next, Get Certified
One major issue plaguing the green market is the fakers. Green-washing is the act of promoting your products or services without proving that you’re doing what you say you’re doing. Certifications such as B Corporation, Fair Trade, and Global Organic Textile Standard are a few of many examples of organisations that have been set up to ensure companies are being open and honest about how they align themselves with their marketed values.
Getting certified will generally require the documentation and implementation of certain practices to ensure proven sustainability. This can include reducing waste, energy consumption and the use of harmful or non-sustainable materials.
Side note: Consumers will be LESS likely to purchase from you if you are marketed as green, but are actually not. Consumers are clever enough to figure it out and this can be extremely damaging to company reputation. Empty promises will always drive customers away from you.
Finally Market it!
Shout it from the rooftops! Make sure all of your existing and potential customers know exactly what your values are and what you are doing to align with them.
Write blogs, post to social media, promote it on your website, and talk to people. Explain to them exactly how and why you are making these moves, and how it benefits them. Invest in ecological programs and initiatives to further promote your values and show consumers that you are truly dedicated to making an impact.
The Wrap Up
Green marketing is already being used by major global corporations to align themselves with the growing initiative for businesses to take social responsibility for the products and services they produce. Green-marketing should be a major focus for businesses, and not just for the sake of the planet Those who choose to ignore this growing trend will soon find themselves with a shrinking market as the consumer base continues to demand that companies put their money where their values are.
Get in touch for help and advice on how your business could be doing better.