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What Is Green Marketing And Should Businesses Take Note?

by | Mar 23, 2022 | Digital Marketing

Table Of Contents

1.The Importance Of Green And Sustainable Marketing
2. Did you Know?
3. What Is Green Marketing?
4. Green marketing and Corporate Social Responsibility
5. What is Greenwashing?
6. Is Green Marketing Worth It?
7. Do You Want To Promote Your Ethical Business?

Environmental sustainability has long been one of the most pressing challenges on the global stage. Consumers have never been more environmentally conscious than they are today. Therefore, this is having a major influence on business operations. On a global basis, the importance of conveying a company’s sustainability is skyrocketing.

In fact, 45 percent of 18 – 24 year old UK adults place environmental issues at number two on the nation’s list of biggest problems.

The idea that environmental stewardship should be a corporate responsibility, not just an individual one, is gaining huge traction. More and more people expect businesses to make a concrete commitment to solving social and environmental issues.

Related: Marketing For A Technology Company: Going Green

The Importance Of Green And Sustainable Marketing

The percentage of persons who claim to be familiar with the notion of sustainability continues to increase at pace. Tech giant IBM’s 2020 study of over 18,000 people in 28 countries, shows that 45 percent of consumers say that ‘environmentally responsible’ brands are of ‘very high importance’ to them.

As a result, there is an increasing focus on the measures that each individual may do on a daily basis. This is in order to safeguard and respect the community and the environment.

What this means is companies must now take a statement on significant topics outside of business, rather than focusing just on their product. Environmentally conscientious businesses are more likely to attract customers.

Businesses Are Taking Action

In fact, companies are increasingly creating their own products.

With the worsening of environmental problems around the world, international bodies and, as a result, companies and individual consumers have been pushed to reconsider their habits, particularly in the production field. This began with the high presence of plastic in the world’s seas and oceans. As well as, global warming, raw material consumption, and waste disposal. Consequently, engineering and manufacturing companies are taking action when it comes to their production lines and pollution output. This message needs to be portrayed.

It is no coincidence that the United Nations has established 17 Sustainable Development Goals that must be met on a global scale by all member countries by 2030. This means that every country on the planet is being asked to contribute to collectively addressing these major challenges. So, the time for action is now.

Related: Marketing Ideas For Manufacturing Companies

Did You Know?

Today, the global population consumes more resources than the planet’s ecosystems can provide. In order for social and economic development to occur within a framework of sustainability, our society’s approach to producing and consuming goods must be drastically altered.

The UN’s Goal 12 specifically promotes the implementation of a 10-year programme for a model of sustainable consumption and production. The goal is to approach chemicals and waste in an environmentally friendly manner. The volume of waste will have to be significantly reduced, for example, through recovery. Food waste will have to be cut in half. Businesses will need to be pushed to adopt more sustainable business practises. That’s where a sustainable marketing agency comes in.

Alas, What Is Green Marketing?

Now more than ever, every brand has an increasing need to communicate sustainability and direct its actions under the banner of “green,”. Thus communicating its values through clear choices and creating solutions that consider global welfare. As well as, communicating its values through demonstrated actions to reduce expenses, displaying an eco-sustainable image, and enhancing green marketing strategies.

Green marketing, in the economic context, refers to all activities that contribute to the development, marketing, and promotion of products and services that have a lower environmental impact than alternatives on the market.

The goal is to design the stages of production, marketing, and use of a product in such a way that consumers are persuaded to choose conscious and environmentally sustainable consumption.

Green Marketing Can Strengthen Your Brand

Companies use green marketing to build or strengthen their image as environmentally conscious. But, more importantly, to spread and normalise new lifestyles and consumption habits that make the environment and social concerns the primary drivers of choice.

Green marketing, in fact, has the long-term goal of changing lifestyles and upgrading consumption. Thereby making the ecological alternative perceived as normal and acceptable. As a result, the offer of green products and services appealing and preferable.

This is the polar opposite of greenwashing, which attempts to make ordinary business activities appear “green.”

What is Greenwashing?

Greenwashing is the use of positive environmental ideals to promote a company’s values that are not actually part of the company’s values. It entails creating a skewed image of the company, often in order to conceal the company’s extremely negative impact on the environment.

This type of promotion is extremely dangerous. It is true that consumers expect businesses to be environmentally sustainable, but they are also hesitant to believe in the total truth of their claims. That is why it takes consistency, consistency, consistency to build a company’s image. Attributing attention to an environment that does not exist can be extremely damaging to a company’s reputation.

How To Avoid Greenwashing

As a result, in order to avoid the risk of greenwashing, there must always be transparency and consistency between a company’s objectives. As well as its actions, and all objectives achieved must be certifiable.

The media’s focus on these issues is increasingly influencing consumers, who are looking for companies and products that can adhere to environmental sustainability principles in terms of green marketing.

Green Marketing And Corporate Social Responsibility 

According to the Nielsen Global Survey of Corporate Social Responsibility and Sustainability, corporate social responsibility has an economic return. The study was conducted by interviewing 30,000 internet users in 60 countries, to analyse consumer behaviour regarding the social responsibility of consumer goods manufacturers.

Globally, sales of products from brands that are active in being socially and ethically responsible are increasing year on year. With 70 percent of consumers saying they are willing to pay up to 35 percent more for greener products (IBM 2020 Study) if it meets environmental sustainability requirements.

Is Green Marketing Worth It?

Yes. In a sea of options, the reasons why people choose one product over another are influenced by a variety of factors. A key one being marketing. There are numerous opportunities for businesses that implement a green marketing strategy. And, thus combine environmental and economic sustainability with efficiency.

However, simply talking about sustainability and claiming to believe in these values is not enough to garner the support. Green marketing has to go hand in hand with real values and efforts.

Do You Want To Promote Your Ethical Business?

At AIM internet is a sustainable marketing agency based in the West Midlands. We strongly believe in supporting eco friendly businesses and businesses with environmentally friendly processes.

We thrive off marketing for manufacturing and engineering companies who can show real commitment to building a solid and credible image based on sustainable aspects, through the development of a healthy business not in the short term, but over time, through dedicated investments.

Once these commitments are in place, AIM internet can help communicate your values and commitment to environmental sustainability, to the rest of the world.

Contact AIM Internet Sustainable Marketing Agency

If you’d like to find out more about our green marketing strategies then get in touch with Sarah at sarah@aiminternet.co.uk or call her on 07816071112. As a sustainable marketing agency, we take a multi-faceted approach using data-backed strategies. In order to create a personalised marketing approach, our team will analyse your target audiences and the types of material they will respond to.

If you enjoyed reading this blog, why not take a look at a previous blog: Eco-Friendly Marketing For Small Businesses

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