Green Marketing Practices for Your Business
Photo by Alesia Kaz
The world has gone through a lot of changes in the last two decades as a result of climate change. The growing concern around climate impacts has influenced world leaders and grassroots activists alike to support businesses and brands that commit to reducing greenhouse gas emissions. The expectations for green practices are influencing the way businesses think about their products. Whether sourcing, producing, or transporting, every aspect of a product's life cycle can have a significant impact on the environment and human beings on the whole.
While sustainability may still be a buzz word for some companies, there are many businesses that have taken on the call to improve their sustainability and environmental conscientiousness, in turn increasing their positive reputation.
For any company that is looking to enhance sales, marketability, and branding power, adding the markers of a sustainable mission is not only beneficial from a marketing standpoint, but from a place of moral respectability and social responsibility.
But what exactly is green marketing?
Green Marketing
Green marketing, also referred to as environmentally-focused marketing, is the idea of spending time and money as a company— in combination with design thinking strategies— to create marketing strategies which communicate a business environmentally sustainable services or products. Keywords like, “zero- emissions”, “carbon neutral”, “recyclable” are all terms that have become familiar because of the rising popularity which has accompanied the growth of sustainable production initiatives.
Green marketing does not just apply to producers, but consumers as well. The adoption of these ideas has created a new standard by which many consumers, even if they are not entirely swayed by a company's commitment to sustainability or not, are at least impressed and encouraged to support those companies over those who are less socially and environmentally responsible.
There is, however, a difference between companies that have been practicing sustainability since their inception and those that are merely acknowledging the value of sustainability.
Regardless of what place a company may be in, choosing to initiate a marketing strategy to highlight efforts and commitment to sustainability are worth communicating.
Here are some strategies for effectively marketing commitments to sustainable practices.
Marketing Sustainable Practices
Transparency
People value honesty. Transparency is just a few degrees away from that, building on honesty by intentionally communicating the good things and the ways in which a business can still do with some improvement. For those businesses that are open about which aspects of their product sourcing, manufacturing, or logistics procedures, they may be even more admired by their customers.
Some businesses have had to learn the hard way just through trial and error, others through the uncomfortable path of having their “dirty laundry” aired out thus initiating the necessity to save face. Either way, this transparency is a good way to demonstrate a measure of good faith while earning respect. That respect, as long as it is maintained, will pay off in the long run. Customers feel better about their purchases and are then more inclined to promote their purchases.
Communicating Commitment to Causes
There are notable, long-term benefits that are linked to businesses that share their commitments to environmental and social causes. People feel better about partnering with businesses that go out of their way to weave these ideals into their mission statements and production practices.
These commitments not only create internal cultures of sustainable ideals but also opportunities for strategic partnerships.
Customer Education
The organizations that have done their part should be rewarded. A great way to see sustainability-related return on investment is to integrate educational action into marketing strategies.
By taking the time to regularly communicate internal values, customers will not only be convinced of that commitment, but may find themselves developing an affinity for your brand. Education will allow for customers to easily understand your business’s goals and values, allowing for more opportunities and ways for customers to support your business, product or services, not to mention broader initiatives.
Sea Going Green is a sustainable tourism consultancy that provides custom strategies that lower carbon emissions, plastic usage and other negative impacts to help client’s build an eco-friendly reputation that resonates with guests.