The Rising Trend of “Marketing Green”
Eighty-five percent of the industrialized world’s citizens believe that the environment is the number one public issue. The concern about the environment has produced a new kind of consumer who requires a new brand of marketing. This research paper will give an overview of the rise in the number of companies stepping into the arena of Green Marketing. The paper will discuss what the benefits are regarding advertizing with the Green customer in mind.
The Rising Trend of Marketing Green The term Green Marketing came into prominence in the late 1980s and early 1990s. According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe (Nickel-Kailing, Gail (2010). Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Green marketing definitions can be a little confusing, since green marketing can refer to anything from greening product development to the actual advertising campaign itself. Green marketing goes by alternative names such as sustainable marketing, environmental marketing, green advertising, eco marketing and organic marketing, all of which point to similar concepts though perhaps in a more specific fashion, green marketing is essentially a way to brand your marketing message in order to capture more of the market by appealing to peoples desire to choose products and services that are better for the environment (Andrew, Crane 2000, p. 38). Products & Services
Today many companies are offering more eco-friendly alternatives for their customers. Recycled products for example, are one of the most popular alternatives that can benefit the environment. These benefits include sustainable forestry, clean air, energy efficiency, water conservation, and a healthy office. One example is the E-commerce business and office supply company Shoplet which offers a web tool that allows you to replace similar items in your shopping cart with greener products (Green Marketing TV 2011). Green and sustainability marketing present unique challenges, not the least of which is the lack of standards for determining what it means to be a green and sustainable product or a green company. Along with the rise of green consumers, we see the rise of ecolabeling, green advertising and the importance of environmental reporting. That creates the opportunity for just about anything to be marketed as green, from simple packaging changes to products and services that radically reduce materials, energy, and waste. Green Marketing: What Works, What Doesn’t
The Environmental Leader a leading daily trade publication has recently released what is already one of the most relevant green marketing studies ever made. Green Marketing: “What Works, What Doesn’t” the group takes a critical look at green marketing and digs up eye-opening information such as the green marketing effects on product pricing, what media are most used in green marketing campaigns, and which of these are most effective. Marketers recently turned very strongly to green marketing tactics as firms look for green business partners and businesses jump on the corporate social responsibility bandwagon (Nickel-Kailing, Gail 2010). Because it is perceived as has value, marketers are engaged in green marketing. Marketers are backing up their beliefs of the company’s level of greenness with marketing campaigns, rather than creating green campaigns to be part of the trend, or more cynically, to deliberately shore up a known weakness. Research from the Environmental Leaders suggests that management first buys into greenness and, later, green marketing, rather than beginning green marketing efforts simply out of a desire to appear green. Some of the Environmental Leaders study key findings were:
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