As consumers become more environmentally conscious, there’s an increase in demand for brands to also convert to being eco-conscious. The consequences of Global Warming have become more obvious and the result of this is the increasing demand for eco-friendly products, influencing companies to implement green strategies in an attempt to meet consumer demands.
As companies try to rebrand themselves as green, they risk potential accusations of “greenwashing”. Greenwashing is the practice of using marketing tactics to create a false impression or misleading claims about being environmentally responsible.
When it comes to green marketing, you need to be more careful. Companies need to develop permissible and effectual green marketing tactics that circumvent the risk of greenwashing. Here are some of the most effective green marketing strategies:
1. Green Design
In most cases, companies end up greenwashing because their products and services cannot be classified as ‘green’ to start with. One of the most important green marketing strategies is to design green products and services from the beginning. This means implementing green strategies during the planning and designing stages of your products, so they become more eco-friendly. Green designing is the creation of products that are energy-efficient, comfortable, flexible in use, and designed for a long life or to reuse (Foster & Partners). Green Designing is usually associated with construction, it offers a powerful alternative to the conventional building, by using fewer precious natural resources and it increases the health and safety of occupants.
2. Green Positioning
Green positioning intends to build brand associations by delivering information on environmentally sound product attributes. Eco-friendly products will not be commercially successful if green branding attributes are not effectively communicated. Just like brand positioning, there are two types of green positioning (functional and emotional) related to the impact on consumer perceptions of a brand.
3. Green Pricing
In the case of renewable energy, Green pricing is a service through which customers can support a greater level of investment by their electric utility in renewable energy technologies (Blair Swezey and Lori Bird). Green pricing allows electricity customers to express their willingness to pay for renewable energy development. It allows consumers to actively participate in sustainability as they become aware of their choice to invest in something that will allow them to save money and resources in the future.
4. Green Packaging
Another effective strategy for green marketing is “Green packaging”. Companies can leverage eco-friendly packaging to help draw in new eco-conscious customers. Green packaging is the use of materials and manufacturing methods for the packaging of goods that has a low impact on both energy consumption and the environment. Biodegradable packaging provides customers with a visible symbol of the company’s commitment to going green. Unsustainable packaging has the potential to stop clients from buying sustainable products.
5. Green Disposal
Green Disposal takes into consideration every aspect of a product’s life cycle – from production to disposal, everything must be sustainable. Green Disposal is the recycling of old products or used materials as unsustainable disposal practices can be hazardous to the environment and human health. Green disposal has influenced the creation of food recycling programs and machines that break food waste down.
Authentic and legitimate green marketing is the way forward. As much as greenwashing might seem inexpensive and convenient, it can cost a company its hard-earned reputation and potentially its value and profits. In the long run, green companies enjoy more profits and they can establish a reputation for being trustworthy and eco-friendly.
December, 2019 | Indrila Mitra & Kundai Sasha Masunda [Certified Digital Marketing Professional, Marketing Consultant]