Many businesses are changing to become more environmentally friendly, both in processes and marketing. Green marketing or eco-marketing refers to using green and environmental issues and solutions in marketing campaigns. In the modern era, consumers are much more aware of environmental issues and like to support businesses that take a stand. By using green marketing strategies, businesses can improve their reputation, and increase sales. However, businesses must be authentic with the green topics they focus on.
Below are six green marketing strategies for businesses to use while making a positive impact on the environment.
One of the best green marketing strategies is to proudly display your environmental policies. Utilizing natural designs, like botanical patterns and natural colors on product packaging, portrays your business as environmentally friendly. To improve even further, consider only using sustainable, or recycled packaging. There are many options for businesses to choose from when it comes to sustainable packaging, such as eco-friendly reusable bags, or paper bags and cardboard boxes.
Aim to avoid geometric shapes, and bright colors in your product packaging designs. As these are associated with man-made objects, they have a negative effect on the green image of your business.
Don’t just tell your customers that your business is environmentally friendly – show them. Take the time to get the correct eco-certification for your industry to fully authenticate your green business plans. There are various certifications available worldwide, from organic, and sustainable forest certifications to fair trade and carbon neutral certifications. Businesses can also opt to partner with environmental organizations through donations, or products to place specific logos on your products.
Sustainable shoppers will scrutinize your business and its environmental claims. This is why providing proof is key to building trust with your customer base. Additionally, you should ensure that all communication and content reflects your sustainability values, and where your company is at in the process. For example, if your company is working towards using only organic ingredients, tell your audience that. Even if your business is at the stage of certification, being transparent about where you are at in the process boosts your green image. Consider releasing quarterly reports about the business and its journey towards sustainability and ethical practices.
As above, share the journey with your customers to provide evidence of the progress. Share any new commitments your business is making to improve environmental issues, and how long you expect this to take. Then, share the results as you continue. Where ever possible ensure that your business shares real evidence to prove that you're doing what you say. For example, if you aim to reduce carbon emissions, share your monthly or quarterly carbon emission reports and the changes your business is making to reduce your emissions. Videos and illustrations are great tools to utilize to ensure your statements are clear and concise.
Everyone wants to save the planet, thus, you should explain to your customers how your business is helping. Customers want to purchase items that have a smaller impact on the planet, or that give back to the planet. Therefore, you should make sure you have detailed information about the benefits of your products or organization. Use these informative details to educate your audience on eco-friendly practices or processes.
Quite often, sustainable products are much more expensive than other products. This is due to higher expenses for wages, designs, and materials. However, customers are also willing to pay more for an authentically, sustainable or green product. Clearly communicate to your customers why your pricing is s high as it is. Provide evidence of premium pricing by showcasing your commitment to sustainability, your partnerships, and ethical working conditions. Be careful though, if you are not truthful in your statements, your business may be accused of greenwashing, which can ruin your green image. Greenwashing is where businesses charge high prices for unsustainable products or overstate their environmental contributions.
Many of the green marketing strategies for business are similar to traditional public relations communication and marketing., but with more transparency. Be careful with the tools you use, and your content creation. Your green image must be authentic and extend across the company from product creation to marketing for it to be effective.