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Green marketing

What is green Marketing

Green marketing is when Comapmies advertise their products as Environmentally friendly, or good for the environment.

How to successfully market Green

Get your supply chain involved it would reflect well on your company if you and your supply chain were to go green, there would be a great joint marketing opportunity if your entire supply chain got involved in Green initiatives. I.E. if your product was designed, manufactured and transported in a environmentally sustainable way.

Dont just focus on the Green arguement nowadays lots of companies are going green or at least they claim they are, so it is not enough to just market yourselves as "Green" you also have to focus on the quality of your product or service, the money your customers will be saving in the long term (or short term, depending where your product fits in the price scale), product innovation/design, etc.

Commuincate your Green efforts internally it is better to have the entire company on the same page when commiting to green initiatives. I.E. It would not reflect well on your company if your marketing department is promoting your green initiatives while your sales team is throwing out extra but still relevant brochures from an event

Dont overdo it you should commuincate your environmental efforts but try to be modest about it. do not try to position yourself as the "Mother of all Green products", instead try the modest and sincere approach. a personal and honest image will be good for your company

Back up your claims do not position yourself as a green bussuness if you are not actually willing to do what it takes to be one. Today's consumers are savvy and a false claim could seriously damage your company's reputation.

Green washing

Green washing can be avoided by checking the list of ingredients in a product, and researching how and where the product is manufactured and shipped. Also, researching about the company that made the product is a good idea to see if they are really going green and have green initiatives or are just pretending.

What is green washing? Green washing is the act of a company using significantly more money to advertise being green, than on environmentally sound practices. If a company is advertising their products as being green but for the greater underlying purpose of making a profit, rather than substaining the enviroment, then they are Green Washing.

Corporate benefits of going green

Going green can save your company money. for example, if you have invested in energy saving equipment or if you make an effort to conserve energy by turning off the light when no one is in the room. If the resourse consumption goes down because employees make an effort to waste less paper, then trees could be saved, energy used to turn the trees into paper could be reduced, and air pollution would be reduced as well.

Going green can help your company attract new talent and keep the ones that you have. In today's society more and more people want to work for companies that are not onlyfinancially successful but also socially responsible.

In today's society with everyone becoming environmentally conscious, if your company decided to go green, then people will naturally start talking about your product/company, which is free advertising as well as positive publicity

Consumers who are environmentally conscious will more likely puchase your product as opposed to a product that is not eco-friendly