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In order to understand what green
marketing is and how to get
your message to resonate with
environmentally conscious people,
we need to understand what "green" is.
Green is about making wise decisions, and
that requires taking the time to ask what you
really need, not just what you want. Green
is about economy, not just ecology. Green is
education and information. Finally, green is
not about stopping progress. It's about creating
more efficient industries, new opportunities,
new jobs, new careers and new technology.
Today's consumers are so committed
to preserving the
environment that they
are willing to shift their
purchase decisions and
brand loyalties toward
green companies. In fact,
30 percent of American
consumers are willing
to pay up to a 20
percent premium on
clean, green products over non-sustainable
alternatives. Consumers' actions demonstrate
that they expect companies to develop a
sustainability strategy or else they will turn to
"greener" firms.
Companies in several different industries
are reacting to these consumer trends.
As a global study of 750 chief executives
demonstrates, sustainability efforts have not
fallen to the bottom of the corporate agenda
but have instead become a high priority
for business leaders. In fact, the majority of
these executives believe that sustainability is
critical to their company's future success and
have moved eco-focused initiatives from third
or fourth on the list to the top.
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Green business initiatives can give
a company a distinct advantage over
competing businesses that are not
incorporating environmentally friendly
tactics into their business models. Smart
enterprises have an opportunity to attract
new customers by incorporating green
practices into their day-to-day operations,
from utilizing recycled packaging to using
soy-based ink and recycled paper for all
printed materials.
Green initiatives that should be featured
in a company's marketing efforts include
steps taken by the facility to reduce pollution
and recycling efforts. Try to define the yearly
amount of material
recycled and saved
from the landfill and
highlight it in your
marketing materials.
Communicate the
efforts being made to
conserve resources or
to use new technology
to improve energy
efficiency. Businesses that follow fair trade and
labor practices should include these policies
in their green marketing efforts as well.
To be successful at green marketing, the
efforts should be genuine, informative and
engaging. Try to be clear and concise in
communicating the green processes used
when creating products or providing services.
But remember to not oversell green policies
and initiatives. Instead, be honest and just
state the facts about the environmentally
friendly practices in use.
Websites, blogs and newsletters are
convenient green marketing methods to
keep customers informed about green
initiatives, products and services. You can
also encourage customers to partner with
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you in your efforts to make a difference. By
providing helpful links on your website that
provide more information about the green
initiatives your company is involved in, you
can engage customers and prospects in your
green practices.
Green marketing provides businesses with
the opportunity to show customers they
care about the environment and the ways
they are making a difference. And, when
done right, green marketing can build lasting
relationships with current customers as well
as attract new ones!
John Gumas is the
president of Gumas,
an advertising and
interactive marketing
agency in San Francisco.
He may be contacted at
jgumas@gumas.com.
FAST FACTS
- Thirty percent of American consumers are willing to pay up to a 20 percent premium on clean, green products.
- Attract new customers by incorporating green practices into day-to-day operations.
- Your green marketing efforts will only work if they are genuine, informative and engaging.
- Encourage your customers to partner with you in your efforts to make a difference.
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