Green Marketing: Is it Time to Start Your Campaign?
Product Based Green Marketing
Example Company: LUSH
Tactical orientation focuses on shorter-term product-level decisions such as developing more sustainable products and communicating their benefits outward. If you’re ready to launch a more sustainable product line, you need to be all in. An environmentally friendly product shouldn’t just be a slightly tweaked version of one of your other products that have been rebranded, it needs to be designed with the planet in mind. Take a good look at your supply chain, and try to find areas where your suppliers and distributors aren’t being ethical. Find other companies that make significant efforts to reduce their impacts and use them for your primary services. Design packaging to either be sourced from recycled materials or to be easier to recycle. Change your product components to ones that are sustainably sourced or that will have less of an impact once they are out in the world. And then price these new products accordingly. Don’t forget that the main buying power that Millennials are now carrying is willing to purchase more expensive products if they actually do something good for the planet. These product level changes have the potential to improve the amount of profit you make while also improving the reputation of your brand.
Based on current research, whether or not a green marketing campaign will be beneficial company depends on three main factors, the culture your leadership is trying to grow, how willing you are to invest in at least one segment of actually responsible practices, and, realistically, how many negative impacts on the planet your company is producing. If your executive team is invested in developing a culture of corporate responsibility and willing to spread that belief throughout your organization, you’re off to a good start. Having your employees practice what you preach both improves the external reputation of your company, as well as fosters a positive internal environment with happier employees. If you are willing to grow the culture and work on your standard operating practices, next is developing relevant sustainable products. Just attaching green branding is not enough, and putting significant efforts into using responsible production means, packaging, or outside investments is necessary for moving into the world of corporate responsibility. Sit down with your full executive suite and see what makes sense for you within your company. Making the move into a new product, changing distributors, or investing in nonprofits that
your consumers believe in is a huge decision and needs to have the engagement of your full team. Finally, if your company is responsible for large amounts of actual environmental damage, if you aren’t willing to change those practices it will do more harm than good to advertise being environmentally friendly. We would still recommend investigating the different steps of your process to make positive changes, and you can mention these in the about section of your website but it is necessary that you acknowledge your negative impact. Breezing over it will only bring bad press to your doorstep and potentially drive your customers away. If you take all of these factors into consideration, and your team is ready to make some big changes, then it’s time to get ready to blast it out. Have your marketing team run dedicated campaigns, and measure the results as they come through. Happy Marketing!
Papadas, K. K., Avlonitis, G. J., & Carrigan, M. (2017). Green marketing orientation: Conceptualization, scale development, and validation. Journal of Business Research, 80, 236-246.
Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). “Greening” the marketing mix: Do firms do it and do it pay off? Journal of the Academy of Marketing Science, 41(2), 151-170. doi:http://dx.doi.org.ezproxy2.library.drexel.edu/10.1007/s11747-012-0317-2
Zara, Christopher. “Green Marketing Without Greenwashing: AdAge Report Aims To Demystify FTC Green Guides.” International Business Times, 16 Sept. 2013, https://www.ibtimes.com/green-marketing-without-greenwashing-adage-report-aims-demystify-ftc-green-guides-1406558.
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