At Ewom we want to answer these two questions. Do you want to find out more about this type of marketing?
What is green marketing?
Green marketing, also known as ecological marketing, sustainable marketing or ecomarketing, is a concept that was born in the 1980s, just at the time when concern about the impact of human beings on the environment increased considerably.
This concept, according to the American Marketing Association (AMA), is:
“ The development and marketing of products designed to minimize negative effects on the environment or to improve the quality of the environment.” They also refer to this concept as “the business mailing list poland efforts made by organizations to produce, promote, package and claim products in a manner that is sensitive or responsible to environmental concerns .”
As you can see, this type of marketing is not only dedicated to the 'promotion' of ecological products, but also to any other type of product that, in one way or another, reduces its impact on the environment.
It is marketing designed for people in today's world, who seek to reduce their impact on the environment through their actions, their purchases... people who are increasingly consistent with their values and their purchasing decisions.
What is NOT green marketing
Green marketing is not about changing your company logo to green, or doing other types of actions that do not really imply any change in the company's values.
Green marketing should not be a fad that will no longer be present in the company over the years. It should become its culture and, without a doubt, should always be part of its objectives, leading to a total transformation in the way of acting and doing things.
Why do companies use it?
Because it provides countless advantages, some of the most notable are the following:
The first advantage we want to tell you about is that with this type of action, companies manage to reach a new segment of the public, a target that is environmentally conscious and that would be difficult to reach with actions that are not responsible with our environment.
Green marketing certainly also helps to improve the brand image.
Improve positioning.
Examples of green marketing
Here are two examples of recognition companies that carry out green marketing:
IKEA
Ikea takes many actions to reduce its impact on the environment. What actions? It sells organic food in its stores, transports its products in flat packs to try to save as much space as possible, and works with companies dedicated to reducing environmental impact, for example, with WWF.
Photo by Alexander Isreb on Pexels
LG
LG is another company that joined the 'green' movement years ago. Respect for the environment is a reality in its production, as its household appliances have long been eco-friendly, meaning they allow consumers to save energy and also avoid harmful emissions to the environment.
Do you want to know what actions you can take in your company? All companies, even the smallest, can be environmentally responsible through their actions.