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.
- 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.
- Develop a strong messaging strategy that fully expresses to the consumer what your brand stands for. Speak to the consumer’s head and heart.
- Convey your green message consistently through all points of customer contact—advertising, website, blogs, email, social media, search engine marketing, mobile marketing, etc.
- 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.
- Partner with like-minded businesses for cross-promotion.
- 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.