Overnight issues will make front pages and leaders will be pressed to make changes. The list of recent targets reads like a Who's Who of branding: Home Depot sustainable harvested woodNike child labor practicesMcDonalds Styrofoam clamshells and now obesityand Coke sugar and packaging. What does this all mean for your business?
Green Business Green Marketing Environmentally-responsible or "green" marketing is a business practice that takes into account consumer concerns about promoting preservation and conservation of the natural environment. The sorts of characteristics usually highlighted include such things as reduced waste in packaging, increased energy efficiency of the product in use, reduced use of chemicals in farming, or decreased release of toxic emissions and other pollutants in production.
Marketers have responded to growing consumer demand for environment-friendly products in several ways, each of which is a component of green marketing. Marketing campaigns touting the environmental ethics of companies and the environmental advantages of their products are on the rise.
Most observers agree that some businesses engage in green marketing solely because such an emphasis will enable them to make a profit.
Other businesses, however, conduct their operations in an environmentally-sensitive fashion because their owners and managers feel a responsibility to preserve the integrity of the natural environment even as they satisfy consumer needs and desires. Indeed, true green marketing emphasizes environmental stewardship.
Green or environmental marketing may be defined as any marketing activity that recognizes environmental stewardship as a fundamental business development responsibility and business growth responsibility. The principal factor, of course, is the growing public awareness of the environmental degradation that has resulted as a consequence of the growth in population and natural resource consumption throughout the world during the last 50 years.
This growing public awareness of environmental issues has brought with it a corresponding change in the buying decisions of a significant segment of American consumers.
Many consumers, and not just the most environmentally conscious, have begun in recent years to incorporate environmental concerns in their personal buying decisions through the purchase and use of products and services perceived to be more environmentally friendly.
In some cases, changes in commodity availability have been the motivation behind such shifts in purchasing patterns.
For example, the gas price increases seen in and caused a sharp decline in sales of sport utility vehicles SUVs in favor of hybrid and other flexible-fuel vehicles. Businesses took heed of this growth in "green consumerism," and new marketing campaigns were devised to reflect this new strain of thought among consumers.
Companies with product lines that were created in an environmentally friendly fashion i. Ironically, the most environmentally aware consumers are also the ones most likely to view green claims of companies with skepticism. The attempt to portray oneself as "green" may fall flat if they are perceived to be false advertising, particularly among those most educated about environmental issues.
Corporate reputation, then, has emerged as a tremendously important factor in reaching and keeping these consumers. A company that touts its sponsorship of an outdoor-oriented event or utilizes nature scenery in its advertising, but also engages in practices harmful to the environment, is unlikely to gain a significant portion of the green consumer market.
Of course, such tactics are sometimes effective in reaching less informed sectors of the marketplace. They contended that a green product should not: Endanger the health of people or animals Damage the environment at any stage of its life, including manufacture, use, and disposal Consume a disproportionate amount of energy and other resources during manufacture, use, or disposal Cause unnecessary waste, either as a result of excessive packaging or a short useful life Involve the unnecessary use of or cruelty to animals Use materials derived from threatened species or environments J.Jacquelyn Ottman is president, J.
Ottman Consulting, a green marketing consultancy that advises businesses on strategies for developing and marketing environmentally sustainable products and services. She is the author of three books on green marketing. Sustainable marketing principles are very similar with to that of the going green movement, just modified for the business world.
Understanding these principles will . Ironically, green marketing has become one of the greatest threats to the success and scale of corporate sustainability practices.
Ubiquitous (and often unsubstantiated) green claims have created a greenwashed, eco-cluttered and eco-saturated marketplace. Green Marketing Principles Earth Day marked the date that our team formally adopted its Green Marketing Initiative. Every year going forward, we’ve make it a point to reflect on our progress and update the overall goals of our Green Marketing Initiative.
Green chemistry is the design and implementation of chemical products and processes that reduce waste and attempt to eliminate the generation of hazardous substances. There are 12 principles of green . Green marketing is not for everyone, so companies must weigh whether their consumers are more - or less - motivated to make purchases or be loyal to a brand by green practices.