In the present times, most of us are thinking of shifting to healthy living and thinking of ways to promote a greener environment. However, different environmental issues are still prominent- air pollution, plastic in oceans, global warming, and food waste. These factors make most of us worry and be kinder to the planet. Hence, when it comes to purchasing products, consumers are being more cautious on what to buy. They prefer purchasing socially responsible products yet quite pricey.
Wit that being said, businesses are making their marketing strategy a green one in order to catch the attention of consumers and to address their social responsibility that will surely have an impact to the decision making of customers. This is known as green marketing. If you want to know more about this go to https://www.youtube.com/watch?v=25mczSz14wg
Definition of Green Marketing
Green marketing, also known as eco-marketing or environmental marketing, is defined as the selling of products or services by focusing on its environmental benefits. Nowadays, people are getting more and more attracted to those brands associated with terms like “eco-friendly”, “recyclable”, or “sustainable”. The rationale behind this green-marketing is the negative perception of people to our planet.
Companies’ Goals Why They Preferred Green Marketing
- Implementing sustainable business practices
- Demonstrating social responsibility
- Reducing expenses (packaging, transportation, energy/water usage, etc.)
- Demonstrating how safe and mindful the products or services are
Sustainable Examples of Green Marketing
Listed below are some examples of well-known products and services that promote green marketing.
1. Starbucks- it has a plan of eliminating the use of plastic straws by the year 2020 and open 10,000 environmentally friendly store by 2025. They are also able to come up with reusable cups to support the environmentally sustainable environment
2. Ikea– this is known to use strategies that promote management of waste and energy. Almost 90% of its building include solar panel wherein they use wind farms in order to generate energy. More importantly, they have planted millions of tress while sending only 15 percent of waste to landfills.
3. The Body Shop- those who are into beauty products know this brand. They support farmers, defend human rights, initiates health treatments and training events for employees.