Introduction to Green Marketing
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.
The term “green marketing” was coined in the late 1980s and early 1990s when industries began to show concern for the environment. Due to the deteriorating state of the environment and climate change, green marketing has become one of the most widely used methods of marketing in recent years. Companies that run green marketing campaigns demonstrate that they care about the environment and are doing their part to help save it.
Green marketing encompasses a variety of activities, including the creation of environmentally friendly products, the use of sustainable business practices, the use of environmentally friendly packaging, and the creation of a marketing campaign that emphasizes the products’ environmental benefits. Green marketing is an expensive type of marketing as a result of all of these changes.
However, green marketing strategies can benefit a company and give a competitive advantage over its competitors as the public/customers are becoming more and more concerned for the environment. As a result, they favor environmentally friendly goods and are willing to pay more money for such products. It is an excellent marketing choice for a business with numerous advantages.
Some of the noteworthy Green Marketing Campaign:
The Coca Cola company launched this campaign with an aim to provide a simple solution to the global challenge of packaging waste and climate change. It has following aims under the campaign:
- Make 100% of packaging recyclable globally by 2025 and use at least 50% recycled material in packaging by 2030.
- Collect and recycle a bottle or can for each one Coca Cola sells by 2030.
- Bring people together to support a healthy, debris-free environment.
IKEA initiated a new campaign to reduce the plastic footprint produced in the company. IKEA started promoting “Bring your own bag Campaign” asking their customers to use a reusable bag while they shop. It started charging for plastic bags to the customers. The company shared the part of the plastic bag revenue with Tree Canada.
Patagonia initiated this campaign and is an excellent model of environmentally sustainable companies among the clothing brands. Here, Patagonia insisted their customers repair their clothes instead of throwing them away. They provided free tutorials for repairing clothes. Also, they started stores that included worn-out, not worn at all and returned clothes. They marketed this campaign online and urged people to send their unwanted clothes and not wearable clothes to the stores.