HOW TO MARKET YOUR BRAND'S SUSTAINABILITY ADVANTAGE: A GUIDE TO GREEN MARKETING
Sustainability is more than a trend; it might just be what sets your brand apart from the rest.
The world currently faces different environmental issues. Plastic pollution, for instance, is one of the most prevalent, and the statistics are worrying.
Every day, the world produces 300 million tons of plastic. Approximately 80% of all marine debris is plastic, and the number can climb to 29 million tons by 2040 if no action is taken.
With environmental protests continuing around the world early in 2022, it's clear that people don't want to sit idly by. There's a growing demand for governing bodies and businesses to do their part in slowing climate change.
According to the Economist, online searches for sustainable goods have
increased by 71% since 2016. Political figures, religious leaders, and even celebrities used social media to spread the word about environmental issues to billions of people globally.
The data makes it clear that, as a marketer or a business, taking part in the fight against climate change is crucial for helping the environment and staying relevant.
Why Would Green Marketing be Worth It?
The first and most important benefit of implementing sustainable marketing strategies is it helps slow down climate change. If a company follows through with its promise to help the environment, it provides a positive impact on the world and reinforces trust in the brand.
Another benefit is that by shifting the business towards sustainability, it gains the potential to attract new audiences from the Lifestyles of Health and Sustainability demographic, broadening the business while keeping it modern and relevant.
Even Formula 1, a business that deals with racing cars, has found a way
to position itself as a low-carbon leader. The shift in strategy led to 82% of their fanbase appreciating the brand more, with 60% even wanting to change their behaviors to help the cause.
This shows that green marketing has both an effective environmental and social impact.
Building an Effective Green Marketing Strategy
Having an effective strategy is key to reaping the benefits of eco-friendly marketing. Green marketing touches on more than just how you advertise your products; it also affects how you produce and ship them to your customers.
According to the American Marketing Association , green marketing is an umbrella term. The usage of recyclable packaging, non-polluting tech, and renewable energy, for instance, all fall under green marketing. These are factors to consider when developing your marketing strategy.
While consumers may appreciate the shift towards environmental awareness, it's important not to make promises that you can't keep. Using the term "eco-friendly" without actually making eco-friendly products can lead to bad PR and sever customer relationships.
Making these false environmental claims is called greenwashing. It's deceptive and potentially against the law. That's why your strategy needs to be carefully thought of and executed.
To help you plan your brand's green marketing strategy, the infographic below will provide everything you need to know about green marketing.
