Green Marketing
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Everywhere you go now it seems you cant escape headlines about climate change and global warming. Green appears to be everywhere. The green movement has created a new generation of eco-conscious consumers. Its also created a new challenge for marketers. Consumers are concerned about growing global concern and climate change. Consumers are starting to understand that they have a responsibility to look after this planet for future generations. Most of all they feel that marketers have a responsibility to reduce their own impact on the environment. This concern has led more companies to advertise their commitment to reduce their climate impacts, and the effect this is having on their products and services. While being environmentally friendly company is good for Earth, it doesnt hurt a marketers brand reputation and it is a path to higher sales and profits.
The popularity of Al Gores global warming documentary, An Inconvenient Truth, is a big factor that has been fueling consumer interest in the green movement. The worldwide push to “go green” is not coming only from politicians and concerned citizens though. The battle against climate change is being fought not only by government, but by businesses also. In recent years, many big-name companies have realized going towards more sustainable and eco-friendly business practices are necessary and that they pay off. Going green is a red hot topic around the world. Marketers around the world are trying to position themselves as environmentally friendly.
Green claims can be found in many advertisements and labels today. Theyre the marketing response to consumers increasing interest and concern in protecting the environment. This has companies taking action, from buying alternative energy credits to reducing plastic packaging by promoting reusable bags.
According to a study done by research group Mintel, about 35 million Americans regularly buy green products. If this is true, then companies really need to turn to green marketing because more consumers are going to turn to green products in the coming years. Green marketing is the process of selling products or services based on their environmental benefits. These products or services produced and packaged in an environmentally friendly way. Along with the rise of green consumers, we see the rise of green advertising and the importance of green marketing. That creates the opportunity for just about anything to be marketed as green, from simple packaging changes to products and services that radically reduce materials, energy, and waste.
Companies are in a position to lead the world in change. By confining business practices to the limits of nature, companies can reduce their impact on the environment and society — and spur innovation for greener products. Companies that are moving toward sustainability will have the upper hand in the future. To be successful, companies will