Today, we’re concerned more than ever about environmental issues, whether it’s air pollution, global warming, food waste, or plastic grocery bags. Companies everywhere are turning to marketing strategies that target environmentally-conscious consumers by addressing their social responsibility concerns in order to influence their purchasing decisions. In layman’s terms, this strategy is referred to as green marketing.

For lack of a better term, green marketing refers to selling products or services by highlighting their environmental benefits, which is why many consumers identify certain brands by terms like “organic,” “eco-friendly,” “recyclable,” or “sustainable.” Brands use this strategy to differentiate by showing how their business practices are mission-driven and environmentally aware, as opposed to revenue-driven, in a number of ways:

• Launching eco-friendly products or packaging
• Using green energy for product production
• Choosing local selling to reduce transportation energy
• Participating in recycling programs
• Donating to environmental causes
• Educating consumers about company practices

Green is the New Black
Green marketing is not just a campaign. It should be fully integrated into your Brand DNA and should live across all of your marketing channels.

1. Conduct thorough research that explores the issues that are important to your customers and employees. Asking the right questions can reveal key insights that will help differentiate your brand.
2. Develop a strong messaging strategy that fully expresses to the consumer what your brand stands for. Speak to the consumer’s head and heart.
3. Convey your green message consistently through all points of customer contact—advertising, website, blogs, email, social media, search engine marketing, mobile marketing, etc.
4. Content marketing is a key element to building an emotional connection with your audience. Your website, blog, and social media pages are where will build your brand’s green story.
5. Partner with like-minded businesses for cross-promotion.
6. Support eco-friendly programs and corresponding community initiatives.

In the long term, green brands get more profits and establish a reputation of being trustworthy, so don’t be afraid to show that there is more to your company than products and revenue.