Green marketing isn’t a temporary consumer trend, it’s a necessity that you should seriously consider for your business. Eco-marketing will take you further, faster than any other kind of marketing strategy that exists today.
The response to climate change has been an upsurge in social responsibility, environmentalism and sustainability from the business community. You can use these same strategies to get ahead and grow your business into a prominent brand.
Here are 5 of the most high impact strategies for your business.
#1: Create Greener Products
Is your product environmentally friendly? Your first strategic tip is to create green products that your customers want to buy. This means baking environmentalism into the core of your business story.
- How is your product green or eco-friendly?
- Consider materials, function and purpose
- Is there a way your product is made that is eco-conscious?
- Don’t be vague or make generalized claims
Green products are ethically sourced, and they use eco-friendly materials. A great example is how Nike produces their shoes. They use reclaimed plastic bottles and manufacturing scraps to create their sneakers. These reduce landfill waste and minimize their need for new materials.
Nike has a long list of sustainability strategies, from dye water recovery, to a move towards a zero-waste manufacturing system – their products are made from 75% recycled materials.
Consider this list by the Federal Trade Commission that outlines the green product claims that you can make.
#2: Be an Environmental Advocate
Is your business on the right side of history? Your second strategic tip is to be an advocate for the environment. There are many ways you can do this, but here are some of the best ones.
- When selling your product, donate a portion of the profits to a green charity
- Support and use locally grown and sourced meats, wines, vegetables and fish
- Have a loud and proud environmental goal for the future (zero waste by 2025)
- Consistently work to advance the green cause to help slow climate change
- Institute a plastic-free lunch policy at work
- Build green practices into every part of your company
Being an environmental advocate means making eco-friendly decisions above everything else. From finding creative ways to save power, to having a ‘no-printer’ policy to save paper and ink, to planting a tree for every product sold – every decision you make will help society.
#3: Choose Sustainable Packaging and Pipelines
Is your packaging still plastic? Your third strategic tip is to choose sustainable packaging and pipelines. Plastic is a major culprit in the fight against pollution and non-reusable materials, so it has to go. It’s also a good idea to do business with eco-aware suppliers, manufacturers and partners.
- Pick paper packaging made from recycled materials
- Avoid all forms of plastic as many can’t be recycled
- Consider no packaging or ‘naked packaging’
- Only partner with other companies who share your sustainability outlook
Your green marketing efforts will benefit from switching your single-use plastic packaging to a more sustainable material. Consumers prefer brands that are taking the plastic pollution problem seriously, and have opted for greener solutions.
#4: Have a Recycling Program and Reduce Waste Disposal
What if you sell normal products and services? The fourth strategic tip is also for small businesses that aren’t investing in sustainable products or packaging. You can still be green by adopting an effective recycling program at work, and reducing your overall waste disposal.
- Restaurants and retail stores will benefit from a recycling program
- Many use technology to assist staff with recycling education, to improve results
- The more you recycle, the less waste goes to the landfill
- The right app or suite of tools will link with your municipality and offer convenient reminders, notifications, a calendar and collection times
- Your products should be easy to dispose of, reuse or recycle
Your sustainable marketing practices should be focused on your recycling program, and your company’s commitment to waste reduction. Of all the efforts that can be made, experts agree that recycling stands to make the most impact on the environment, the economy and conservation.
#5: Create Green Campaign Awareness
Do you use environmental marketing to inspire business? Nothing creates consumer trust and likability quite like advocating for long-term social good and environmental awareness.
Promoting your company based on your green efforts includes:
- Powerful Press releases for supporting green causes
- Regular online and social media promotions for green awareness
- Avoiding all forms of print-based marketing
- Networking and collaborating online with other eco-aware businesses
Green campaign awareness is about letting your customers know that you’re in it for the right reasons. These days, you can support yourself and be a force for good when you adopt green marketing practices. It’s time to align your business with what matters most to your consumers.
#6: Branch into the world of the Metaverse and Online
The global ecommerce market is expected to total $5.55 trillion in 2022. That figure is estimated to grow over the next few years, showing that borderless ecommerce is becoming a profitable option for online retailers.
Solving the sustainability issue is a collaborative effort, with all members of the retail value chain working together to implement greener practices across the entire product journey.
For Javier Quinones, U.S. CEO and chief sustainability officer, Ikea, retailers need to make sustainability “a leadership issue, not just a business priority.”
“Most of the decisions you make are going to be filtered through this agenda,” he said.
Investment in sustainability has implications for both environmental impact and customer loyalty. Consumers and employees value brands’ commitment to the environment, influencing decisions around the products they buy and the companies they work for.
“This is a problem we have to work on together,” John Furner, U.S. president/CEO, Walmart said. “…We can reshape the way consumers, the entire economy, works around the world and really help the environment.”
With these 6 tips, you can now build a company, personal brand and a sustainable business model with ethical practices that people will be magnetized towards, become fanatical fans of and love to support. Remember: Consumers make an effort to buy from companies who care.
Choose to be a socially responsible and create a real footprint on the planet moving forward. This is what we call a legacy-brand at Million Dollar Branders.