L40 Green Marketing

GREEN MARKETING
Green marketing is the marketing of environmentally

friendly products and services. It is becoming more
popular as more people become concerned with
environmental issues and decide that they want to
spend their money in a way that is kinder to the
planet.
Green marketing can involve a number of different
things, such as creating an eco-friendly product,
using eco-friendly packaging, adopting sustainable
business practices, or focusing marketing efforts on
messages that communicate a product’s green
benefits.
LOHAS
⚫ Consumers who prefer to purchase green products
even though they might be more expensive fall into
the ‘LOHAS’ category. LOHAS stands for Lifestyles of
⚫
Health and Sustainability. According to Wikipedia:
“LOHAS describes an integrated, rapidly growing
market for goods and services that appeal to
consumers whose sense of environmental and social
⚫
responsibility influences their purchase decisions.”
These consumers are active supporters of
environmental health and are the heaviest purchasers
of green and socially responsible products. They also
have the power to influence other consumers.
⚫ Beyond making an environmentally friendly product,
business owners can do other things as part of their green
marketing efforts. The following can all be part of a green
⚫ marketing strategy:
Using eco-friendly paper and inks for print marketing
⚫ materials
Skipping the printed materials altogether and option for
⚫ electronic marketing
Having a recycling program and responsible waste
⚫
⚫
disposal practices
Using eco-friendly product packaging
⚫
⚫
Using efficient packing and shipping methods
Using eco-friendly power sources
Taking steps to offset environmental impact
Benefits of green marketing
With green marketing, companies have an excellent

opportunity to change our planet for the better and support
people who are aware of the situation to help the environment.
By creating sustainable products, companies want to reduce
the negative impact of waste products on our nature. Going
green enables you to win the trust and loyalty of your
⚫
⚫
customers. It helps you:
stand out in the increasingly competitive environment;
⚫ reduce the negative impact of production on the environment;

save energy, reduce the use of natural resources and carbon
⚫
⚫
footprint;
produce recyclable products;
⚫
⚫
improve your credibility;
enter a new audience segment;
⚫
⚫
ensure long-term growth;
implement innovations;
obtain a higher revenue.
Four green marketing strategies
⚫ Sustainable design. It’s not just about a recycling logo on your product packaging,
it’s about a full life cycle of your product in mind. You should pay attention to the
details like sources of your materials or workers involved in the process. Moreover,
your company should control the amount of waste generated and how your products
are packaged and delivered. You have to consider a lot of things that have an impact
⚫ on our environment when designing for sustainability.

Responsibility. If you’re giving a thought to going green, your brand should be ready
for a profound change. Green marketing is about becoming conscious of pollution. If
you want to prove the sincerity of your intentions, rethink your company in terms of
ecological and social responsibility and show customers that you care about our
⚫ planet.
Green pricing. Environmentally friendly products usually have a high value due to
the increased cost of sustainable design. However, customers are still willing to pay for
them despite the high costs. Therefore, if you charge high prices for your eco products,
ensure to communicate specifics to prove that your goods are worth their price. Keep
in mind that the greater your mission, the greater your opportunity to gain exposure
⚫ for your brand’s goods.

Sustainable packaging. The number one reason for the pollution of our planet is
the excessive use of plastic. According to Greenpeace, 8.3 billion tonnes of plastic have
been produced since the 1950s, while only around 9% have been recycled. Nowadays,
consumers are more responsible and try to avoid plastic packaging. That’s why it’s
advisable to create recycled or no-plastic packaging for your brand
Greenwashing
Some marketers try to capitalize on the growing

number of green consumers by simply taking a green
marketing approach to products that might not
otherwise be considered green. They try to position
their products as a better choice for the environment
when they’re really not. An example of this is when a
company uses the color green in their packaging, or
the word green somewhere in their messaging, when
there isn’t anything particularly eco-friendly about
their product, nor it’s not more eco-friendly than
competing products. Greenwashing is not only
misleading, but it can also be damaging to a
company’s reputation.
Expert Tips for Green Marketing
⚫
⚫
Go paperless.
⚫
Don't forget about your giveaway prizes.
Make all your events green.

L40 Green Marketing

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GREEN MARKETING

Green marketing is the marketing of environmentally

With green marketing, companies have an excellent

⚫ reduce the negative impact of production on the environment;

⚫ on our environment when designing for sustainability.

⚫ for your brand’s goods.

Some marketers try to capitalize on the growing

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