The term “green” refers to the fact that goods are manufactured without harming the environment, and that product ingredients and packaging are also environmentally friendly. Green marketing is a distinct form of marketing that promotes goods based on their environmental benefits. Green Marketing now holds a strategic stand for most of the companies either as sense of responsibility or for as promotion or as need of market. There are many examples of green marketing campaigns adopted by various organizations, some of the examples of green marketing approach are presented as below:
Starbucks’s marketing campaign
Starbucks is one of the few businesses that has not only embraced but also maintained a commitment to using environmentally friendly practices to do business and attract customers. Starbucks stores use solar energy to reduce their reliance on electricity.
In addition, they have pledged to use environmentally friendly construction materials in their stores in order to minimize carbon emissions. One of their most successful Facebook campaigns urged people to join their tree-planting and street-painting initiative.
The campaign gained a lot of traction and was well received by people all over the world. They are currently working on making recyclable cups in order to reduce the amount of waste they produce.
Apple’s marketing initiative
Apple released the latest MacBook Air and MacBook Mini in 2019 entirely made of recycled aluminum. The company focused on this while marketing so that customer know about their approach towards sustainable environment. “Truly Innovative products leave their mark on the world but not on the planet,” was their slogan this year.
This statement means that they are working to reduce the amount of electronic waste they make and to create new products. The argument to reduce nickel-metal toxicity, which can cause allergic reactions, is one example. Apple has a long way to go in terms of adopting green practices, but it has already made significant progress. Apple has always well-marketed its environment-friendly activities for brand promotion.
Johnson & Johnson’s marketing initiative
Johnson & Johnson is a well-known manufacturer of bandages and infant goods. It is also well-known for its efforts to establish internal environmentally friendly practices, such as providing on-the-job training to workers to encourage them to follow environmentally friendly practices.
The organization has set a goal of cutting carbon emissions by 20% by 2020 and increasing commodity recycling. They are so sure of their initiative that people can track their progress online on their official website.
Because of its efforts to reduce waste and save resources, the organization has earned recognition and honor. Many other businesses look up to Johnson & Johnson for inspiration.
Unilever
Unilever, one of the world’s largest corporations, has made green investments and incorporated a sustainable living strategy into its programs. The organization is implementing improvements to save electricity, water, and to reduce waste.
In 2015, the company’s CEO received the Champion of the Planet award for their environmental efforts. All such activities are helping them in their brand promotion.
IKEA marketing campaign
IKEA is a Swedish furniture company that has developed its own environmental policy, called “People & Planet Positive.” IKEA provides consumers with trendy furniture at reasonable prices that is also environmentally friendly.
In the United States, IKEA uses solar energy in 90% of its outlets. Also, IKEA products have flat packaging letting customers assemble their goods. Flat packaging reduced the material usage during the packaging. In addition, they are investing in wind energy for the generation of electricity.
